HBO targets Fairfax users with branded Box Seat

Fairfax has teamed up with premium TV content producer HBO to create a new platform on its Metro Media websites dedicated to entertainment.

The new section, called Box Seat, rolled out today across the websites for The Sydney Morning Herald, The Age, Brisbane Times and WA Today.

Box Seat is designed to promote the release of Boardwalk Empire season two on DVD and Blu-ray with HBO advertisements dominant throughout the section.

It seeks to promote entertainment content that is of interest to HBO's audience. An American premium cable network, HBO does not exist as a channel in Australia but it has a strong brand presence locally with its programs well-regarded and identifiable as “a HBO show”. Retailer JB Hi-Fi has a dedicated HBO-branded section among its DVD aisles.

Content present in the Box Seat section is designed to appeal to the tastes of HBO fans. This morning, it featured articles about ABC's Rake, Showtime's Homeland, Netflix's Arrested Development, DirectTV's Damages, AMC's Breaking Bad and HBO shows Game of Thrones, The Newsroom, True Blood and Veep. Tellingly, it is devoid of any coverage of reality TV shows.

HBO's Australian marketing manager, Brigitte Slattery, said Fairfax's audience is a natural fit with HBO target demographic.

Fairfax commercial director Ed Harrison said: “This partnership has a two-fold benefit, providing new and exciting content for users, while providing HBO a tailored channel to reach and connect with Fairfax audiences."

The section will be live until mid-November.

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