New Ad Sales Contract A Bonanza For DMS

Independent digital TV sales house, Digital Media Sales (DMS), has secured the ad sales contract for Bonanza Bonanza, a new digital channel showing classic American TV shows.

The channel, which broadcasts on the Sky platform, shows classic westerns, drama, comedy shows and films. The current schedule includes favourites such as Dragnet, the Lucy Show, the Beverly Hillbillies and the original series of The Lone Ranger.

Targeting an upmarket male audience, the channel claims a high number of ABC1 Adult viewers with classic American movies starring Kirk Douglas, John Wayne, Steve McQueen, Spencer Tracy and Cary Grant.

Dominic Matterson, channels director of Digital Media Sales, explained the channel’s USP, stating: “In effect this is a US Gold channel for a UK audience, which we are confident will perform very strongly in this market. It’s backed by a team with a solid TV pedigree and has a superb library of content.”

Bonanza Bonanza is run by Optimistic Media, which owns and operates one of the UK’s leading participation TV channels, QuizNation, as well as Sport Nation and Life TV.

The coming year will see the channel acquiring more classic content, as well as broadcasting live quiz shows in the evening.

The latest contract win follows a successful year for DMS, which saw the company pick up sales agreements for ABC1, Classic FM TV, Motors TV, Performance, the Travel Channel and the Baby Channel. November saw the company appointed to handle ad sales for urban music station Channel U, as well as its latest offshoot, pop music channel, Fizz (see Music Channels Appoint New Sales House).

Digital Media Sales: 0845 122 8900 www.digitalmediasales.co.uk