David Prosser – ITV Sponsorship, Opportunities Of Showcasing

Sponsorship showcasing is still a new type of communication in our specialist field with relatively few examples. We, therefore, feel it’s an area of great potential and ripe for being exploited. In the recent past, we have had Themed Movie Packages such as Monday and Saturday Night Adventure Movies with LYNX and the Leading Ladies Film season with LIL-LETS. The Movie Premieres Showcase, originally sponsored by Diet Coke for 3 years, was subsequently taken up by Walkers Doritos and has been running for nearly a year. You’ve seen evidence today of how well that showcase is working. Sponsorship created a new showcase last year called The ITV Drama Premieres, which ITV now promotes in its own right and is sponsored by Midland Bank. Both Doritos and Midland Bank contracts run until the end of 1997. The Drama Premiere genre is an illustration of what can be achieved by creating something from nothing that is both new, and unique.

Today I wanted to promote some new showcase ideas to you. Showcase sponsorship can surround existing programmes or dayparts. Alternatively, new showcases can be created, like the Drama Premieres, taking elements in the existing programme schedule and developing the ideas with the relevant broadcasters.

As a good example of developing something new over the next 2 or 3 years, quite a few ITV broadcasters have already made the decision to invest and develop British made movies both for theatrical release and then for first run on ITV.

I can announce today that ITV Broadcasters have agreed that all these original British made films could be included in a brand new Showcase “British Movie Premieres”. We could even create a special and suitable name for this new showcase with a sponsor, under which the various films could be promoted.

But, lets consider other ideas, there have been lots of comedy series and, more recently, some one-off comedy premieres in the schedule. Not only could one series be sponsored, but two series could be brought together under one showcase name, thereby doubling the length of a sponsorship period. Alternatively, you could take a real flyer and bring all the comedy premieres together and get first option when they turn into a series. Comedy premieres like “Cold Feet” have just won 2 major awards at Montreux.

In America, it’s already common place for companies to co-operate with Network stations and affiliates to produce a relevant showcase in this genre. Pharmaceutical companies, for example, sponsoring a comedy series and involving their retailers have the underlying objective of making their existing and potential customers feel better by having a good laugh. Showcasing ITV comedy in UK hasn’t been done before and is a good option for serious consideration.

Other areas I wanted to look at today are Dayparts and Special Events. Dayparts sponsorship, helped by the latest relaxation of the ITC Rules, could be showcased in their entirety. For example, complete Daytime segments have recently been offered as an option, and I’m still surprised that no one has looked seriously at sponsoring Nightime. Nightime could be sponsored by day of the week, for a specific period or for 7 days a week for a complete season. The Network is currently commissioning new programmes for Daytime Afternoon for this Autumn. Both these particular Dayparts have the advantage of having innate targeting – Daytime for housewives and women – Nightime for the Youth Market.

Special seasonal events in sponsorship is something that the Sponsorship Committee would like to develop. Here I have highlighted just some of the more obvious Special Events throughout the year that could be considered. Of course we need to push our own programme producers to recognise the marketing implications and necessities of what is required. The timing of when such packages could be offered is of critical importance to advertisers. We need to provide what’s available and give advertisers the maximum opportunity to develop these sorts of ideas. We are working hard to secure a number of these events in order to be able to offer them to you in the near future. Other ideas to share with you are other seasonal themes – in segments like CITV. A “Schools Out” sponsorship of CITV before schools break up for the holidays. A natural for leisure and fast food advertisers. A “Back to School” CITV showcasing linking with the marketing of various companies and retailers targeting the end of the holiday period, particularly the start of the school year in September.

Innovative yes – but certainly all possible. Finally, ITV has already started creating new potential showcases for sponsors. Into the Unknown starts on Saturday 21st June. A futuristic themed week celebrating the 50th Anniversary of Kenneth Arnold’s claimed first sighting of a UFO in the States on 24th June 1947.

I hope we will see much more of this type of innovative theming which we can offer to you I can confirm to you that the Sponsorship Committee is liaising closely with both the Network and ITV broadcasters in an endeavour to secure interesting new showcases for you to buy into. As in lots of these ideas, the creative possibilities on-air and promotional opportunities off-air are extremely attractive when used strategically for your company or brand. So in summary – Variety is the spice of life (funny how the word SPICE seems to have taken on a new meaning recently) Year long opportunities Special Programmes Dayparts Seasonal or Special Themed events

This is all part of what showcasing has to offer. The choice is wide open and we are keen to work with you and develop some strong associations for the future.