SYDNEY: Optus will continue to throw its weight behind the reality TV show Girlband, despite a lacklustre start to the 10-part series.
Girlband, partly funded by Sony Ericsson and Optus, made its debut on Network Ten on Sunday night, but only managed to pull a national audience of 365,000.
Michael Smith, group marketing director for Optus consumer, said while expectations about initial viewer numbers were down, Optus was fully committed to seeing the series through.
“We would have liked a better outcome, I’d be bull-shitting if I said otherwise," Smith said.
"But it’s low-risk for us and, as an investment in advertising dollars, it’s still very good."
Smith argued it was important to trial new ways of promoting the Optus brand, and said Girlband’s core audience of 15 to 25-year olds was the Optus heartland.
He said a show such as Girlband was an inexpensive way of showcasing Optus products and allowing real life demonstrations of 3G product.
“Advertising [on TV] still has its place, but in today’s TV environment, one arrow does not bring down the beast," Smith said.
“We need marketing support, PR, viral communications… we have to go beyond just advertising to get full leverage.”
Smith said Optus was in talks with Network Ten about ramping up on-air promotions and said more on-air promotions are needed.
To leverage sponsorship of the show, Optus will develop TV campaigns around the program using the Girlband members.
“Communicating to our customer base will help to pull up viewers,” he said.
Sony Ericsson could not be contacted for its feedback on the program.
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