Network Ten is to launch digital television channel Eleven tomorrow following a warm reception from big name advertisers.
Eleven's head of programming Beverly McGarvey said the network was "pleased" with the response from advertisers, with "big names and big brands" booking slots from January through to February. She would not disclose names of clients which have booked slots.
The new channel starts broadcasting at 11am tomorrow on 11 January, 2011, backed by a cross-platform marketing campaign, including television, print, out of home, radio and digital activity. It was devised by the network's national marketing manager Grant Gillies and media agency Starcom.
The programming line-up features first run content, as well as repeats of classic shows, while US imports will air locally with only a short delay from their US tranmission date.
McGarvey said US show Californication will air on Eleven just hours after being shown in the US. "When we can get the tape and air it as soon as possible after it goes out in the States, we will.
"In the case of Californication, we can do it becuase the episodes have caught up, but with some of the other content, we will be behind."
It is hoped that airing US imports so soon after they air in the US will help combat illegal downloads and piracy, McGarvey said.
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