TV1 Ñ ÒtelevisionÕs great hitsÓ, namely classics from the earliest days of TV such as Bewitched and The Brady Bunch and contemporary gems such as Seinfeld Ñ launched in 1995 through the partnership of Columbia Tristar, Paramount and Universal and offers 24-hour programming targeting 18 to 34 year-olds, with a 55%/45% female skew. The channel is included in both Foxtel and Austar basic packages, reaching about 3.5 million viewers nationally Ñ about 12,000 to 15,000 households each month. According to current trends, TV1 forecasts a growth of 55,000 viewers each month. Marie Jacobson took the helm as CEO in May 1998, guiding TV1 through its relaunch phase in December that year. Jacobson joined TV1 with a background in research and sales, then as director of programming at Comedy Central in New York. TV1 moved from channel 15 to channel 1 and the logo, positioning and ethos moved from conservative and corporate to a distinctively retro style, created by Extro Design. ÒIt might be a great hits channel, but itÕs packaged and marketed in a relevant and contemporary way,Ó says Jacobson. Jacobson says her focus is driving subscriptions with incentives as well as developing strong relations with advertisers and boosting revenue. ÒThe key is finding and providing integration opportunities,Ó says Jacobson. ÒThe kind of advertising that focus groups describe as ÔsubversiveÕ.Ó Since opening to advertisers in 1999, TV1 has developed a unique means of packaging sponsorships, using clips from the channelÕs best-known programs to create ads for clients. Johnson & Johnson used TV1 and a programming stunt to appeal to female teens. In addition to sponsorship of a ÒWonder Women of TV1Ó Ñ a week of girl power-themed programs geared towards the teen market Ñ Johnson & Johnson used TV1 web site integration and consumer promotions with product sampling. Shows included Xena: Warrior Princess, Wonder Woman, CharlieÕs Angels and The Bionic Woman. Consumer promotions, off-air activity and an annual TV1 calendar provide advertisers with a broad range of sponsorship and sampling opportunities. The dot-com sector is providing increased opportunities for TV1, says Jacobson. ÒThe demographic and the style of advertising we can offer attracts dot-coms who are progressive and sometimes able to act more quickly and less conservatively than traditional advertisers.Ó That said, TV1 has 79 advertisers across all major industries, including 23 of the top 25 national advertisers. During 1999 and 2000, ad spend on TV1 has increased by nearly 400% compared to its 1998/99 total. Jacobson attributes the availability of ratings with TV1 attracting FMCG advertisers for the first time. (See case studies) In the immediate future, TV1 is committed to developing a locally produced drama and a chat show in December, since changes in legislation mean that 10% of the programming budgets of all TV networks must be spent on local content. ÒOf course, it will all be in keeping with TV1 programming,Ó attests Jacobson.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
