MTV Signs SUBtv For Student-Centric Campaign

MTV has become the latest youth-orientated brand to use SUBtv’s network of university-based plasma screens to target the typically evasive student demographic.

SUBtv’s services currently reach 1.2 million students every week, through large plasma screens installed in student unions and across campuses nation wide. The screens currently operate in 77 student unions in 65 universities across the country.

The national MTV campaign, brought in by Digital Media Sales, SUBtv’s advertising sales agency, promotes two of the broadcaster’s programmes, Drawn Together – a cartoon parody of reality shows such as Big Brother, and Wonder Showzen – an absurdist comedy/variety show featuring puppets, kids cartoons and old educational films.

The campaign will run for the next two weeks, with the 30-second commercial running once an hour for 12 hours a day on the SUBtv network.

SUBtv’s screens provide bespoke programming and third party television broadcasts, in addition to local information of direct relevance to each specific site. Peter Miles, chief executive of SUBtv, explained the significance of the network to MTV’s campaign, stating: “MTV is another youth brand that recognises how a channel dedicated to the 18 to 24 year-old market can provide an ideal environment for reaching its audience with power and precision.”

Peter Barrett, sales director at DMS Outdoor, added: “This is a perfect example of how niche television channels are increasingly being utilised by major, leading edge advertisers.”

SUBtv, recently secured a further 20 university campuses to expand its network into a total of 85 institutions and reach 1.5 million students every week, representing 75% of the overall student population. The new sites, expected to join the network shortly, form part of the broadcaster’s strategic growth programme, with exclusive ten-year contracts further securing its position (see SUBtv Expansion Corners 75% Of Student Audiences).

SUBtv: www.jvtv.net