Channel Five Appoints Flytxt

Five has demonstrated its commitment to mobile marketing by appointing Flytxt to provide mobile solutions and marketing strategies across the channel.

Flytxt’s appointment will involve executing email and SMS campaigns across all of Five’s programmes, including Hot Property, 5th Gear, Pop and Britain’s Worst Drivers.

According to Flytxt, mobile marketing is an integral component of the channel’s plan to achieve an increased market share of 12% over the next year. The campaign will begin in January with mobile based TV voting, programme reminder services and competitions.

Simon Downing, head of marketing at Five, commented: “Injecting interactivity into our programming is playing an increasingly important role in our overall marketing strategy. We feel that it’s important to give viewers the choice of interacting via a channel that suits them best. We plan to ramp up interactive activity over the next 12 months, where Flytxt will manage all our email and SMS databases, whilst executing large-scale interactive, multi-channel campaigns.”

Five plans to fund the new initiative through premium rate phone line revenues. The channel has successfully partnered with Flytxt before, most notably with the interactive programming which surrounded the coverage of ‘Party in the Park’.

Text messaging and interactivity through mobile phones has proved an increasingly popular revenue driver across media platforms in the past year. Flytxt recently launched the world’s first ever global SMS text voting campaign for this year’s Miss World event (see Flytxt Gives Miss World Global Text Appeal).

Flytxt: 020 7293 3000 www.flytxt.com

Channel Five: 020 7550 5555 www.channel5.com

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