NEWS: CIA does deal with consortium to sell dawn of year 2000

campaignlive.co.uk, Friday, 13 December 1996 12:00AM

FirstLight 2000, the consortium which has the rights to broadcast the dawning of the first day in the new millennium, has joined forces with CIA Medianetwork in a bid to find commercial partners for the venture.

FirstLight 2000, the consortium which has the rights to broadcast the

dawning of the first day in the new millennium, has joined forces with

CIA Medianetwork in a bid to find commercial partners for the venture.



FirstLight 2000 has the rights to plant its cameras on the Chatham

Islands in New Zealand, the first populated place on earth to see the

dawn of the millennium.



The consortium, which includes some of the inhabitants of the Chatham

Islands, is now looking for sponsors to support the broadcasts. CIA will

act as a partner to FirstLight to offer the marketing proposition to

advertisers.



Mike Anderson, the marketing director of CIA Medianetwork, said that the

project offered a number of opportunities. ‘This is exactly the sort of

proposition we would encourage media owners to come to us with,’

Anderson added. ‘It’s much bigger than a simple spot and space issue.

It’s a rounded communications tool.’



As well as presenting the FirstLight proposition to its clients, CIA

will be advising the consortium on how best to exploit the commercial

opportunities of the broadcasts, and has been involved in discussions to

find an international TV network to carry them. The company claims that

the BBC, BSkyB, Nippon TV and others have expressed interest.



‘At it simplest, FirstLight could be a 20-second news item which could

be sold around the world. Or a global event on the scale of Live Aid

could be created around it, with all the attendant commercial

possibilities,’ Anderson said.



This article was first published on campaignlive.co.uk

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