DMS To Explore Broadcast Delivery Opportunities

Britain’s biggest non-broadcaster owned multi-channel television sales house, Digital Media Sales (DMS), is to explore new broadcast delivery opportunities with the launch of a broadband sales company.

The independent digital sales company, whose channels account for 3% of multi-channel impacts, will launch DMS Broadband with nine channels including broadband-specific services such as E-Music Television, Holiday TV, Martial Arts TV and Beautyzone TV, as well as broadband TV services from existing DMS clients such as The Baby Channel.

Managing director John De Napoli believes the expansion with broadband will have a significant impact on the market, increasing television audiences for channels like E-Music Television and boosting revenues of already established digital channels, as well as making them easier to measure.

“Commercial channels, which are penalised by the small BARB sample, will be able to demonstrate exact numbers for their broadband audience,” he said. “Buying routes such as ‘The Golden Spot’ where a client can own the commercial break while streamed or VOD content is buffering offers advertisers a clutter-free one to one communication. The level and ease of interactivity offered by broadband TV channels is a huge bonus for advertisers.”

He added: “In effect, broadband TV gives advertisers the best of both worlds; the power of television and the ease of interaction and one to one communication of online. It’s light years ahead of the red button.”

He also said that DMS is developing pioneering campaigns with various brands across its portfolio of channels, with the likes of Apple already working in partnership with E-Music Television.

“In time we expect most advertisers to take advantage of this huge new opportunity,” he said.