NEWS: Industry welcomes UK Living showcase as platform for ads

campaignlive.co.uk, Friday, 30 August 1996 12:00AM

UK Living, the cable and satellite channel, has joined forces with the agency/client matchmaker, Agency Assessments, to revive the idea of providing a TV formula to air new commercials.

UK Living, the cable and satellite channel, has joined forces with the

agency/client matchmaker, Agency Assessments, to revive the idea of

providing a TV formula to air new commercials.



The initiative, called Showcase, is designed to allow agencies to run

their latest ads, including those not scheduled to be aired in the UK,

or to show their entire showreel. A similar initiative ran on ITV in the

early 70s.



Demand for the first edition of Showcase, which will be transmitted at

6.50am on Tuesday 3 September and then the first Tuesday of every month,

has been so high that a judging panel has been set up to select the

line-up.



The ads will go out as a seven-minute-long ad break. To get around the

Independent Television Commission rules on showing ads in an editorial

format, the airtime will come out of UK Living’s advertising minutage

and agencies will pay nominal costs.



To brand the segment as a showcase, Agency Assessments is taking top and

tail ads flagging it as a special slot.



This article was first published on campaignlive.co.uk

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