NEWS: MTV adopts digital technology to allow regional ad breaks

campaignlive.co.uk, Friday, 12 July 1996 12:00AM

Advertisers on MTV, the pan-European music channel, will be able to target a UK-only audience after a breakthrough in digital compression technology.

Advertisers on MTV, the pan-European music channel, will be able to

target a UK-only audience after a breakthrough in digital compression

technology.



The new service is designed to appeal to national advertisers that want

to tap into MTV’s 16- to 34-year-old audience but do not currently have

pan-European brands. The initiative will also allow pan-European

advertisers to top up their spend in specific markets with targeted

campaigns. Before, advertisers using MTV had their ads broadcast

throughout Europe.



Using MTV’s new digital compression technology, up to two minutes of

each hour will now be reserved for broadcasting ads solely to the UK. As

well as local advertising windows, MTV is also offering programme

sponsorship to local advertisers.



The channel already has national advertising windows for the German and

Italian markets. Boris Katz, MTV’s senior vice-president of advertising

sales, claimed that success in those markets had encouraged expansion of

national-only airtime opportunities. ‘We can now offer advertisers and

sponsors an opportunity to target their audience more closely by using

MTV on a regional basis,’ he said.



The local windows mean that MTV can also tailor its editorial output to

suit local tastes and reflect regional differences in new music

releases and music charts.



Similar local windows are being introduced in the Netherlands and Sweden

this summer, and a French opt-out is also under consideration. The new

development has been made possible by MTV’s investment in digital

technology, which allows the channel to vary its signal on a region-by-

region basis.



This article was first published on campaignlive.co.uk

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