What’s On TV To Advertise On Freeview Programming Guide
IPC Media has secured a ground-breaking deal with Freeview that will see banners promoting its What’s On TV magazine appear on the television platform’s electronic programming guide.
The first phase of the deal, secured in partnership with specialist agency Durkin Media, will see What’s On TV take banner advertising on the EPG in set-top-boxes produced by a range of Freeview suppliers using software from SetPal and 4TV.
This will see the television listings magazine promoted in an initial 400,000 Freeview homes across the UK, with the potential to grow further as uptake increases. Research suggests that Freeview will continue as the fastest growing multi-channel platform until the end of next year (see Sky On Track To Reach 8 Million Homes By 2005).
There are plans in the pipeline to develop What’s on TV branded content to add further value to the Freeview EPG. A series of What’s on TV branded set-top boxes are also in development for sale exclusively through the magazine.
Commenting on the initiative, IPC tx business development director, Pippa Pollard, said: “The EPG is a crucial tool in digital terrestrial homes, and perfectly complementary to the function of our listings magazines. This deal stakes our claim at the forefront of the development of digital television, and will allow us to develop truly innovative ways to bring our brand values and expertise to the Freeview experience.”
Durkin Media is also in discussion with BARB and other data publishers to develop an infrastructure that will report the findings of EPG media analysis software developed by IPC tx, Durkin Media and Cambridge based Ovus. The software will measure and record Freeview EPG usage in a mve that will underline its effectiveness as a media space.
Andy Blanche, director of Durkin Media, added: “EPG media is the only pure Freeview media for any brand wanting to hit exclusively digital terrestrial homes. With Freeview set to become the biggest digital platform within a few years, this is a huge benefit to advertisers. The value of the space is heightened in a DVR world, where advertisement avoidance is just a click away.”
BARB is currently looking to introduce a new reporting system capable of measuring interactive advertising and red-button programmes following calls from agencies and broadcasters. The audience research body does measure some interactive elements, but currently when viewers leave the broadcast stream to sample a commercial or place a vote, BARB registers them as continuing to watch the original programme (see BARB Responds To Calls For Interactive Measurement).
IPC Media: 0870 444 5000www.ipcmedia.com
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