C5 sets out stall for young male audience with twin sports coup

Channel 5 has scored a major sporting triumph by securing two top-flight sports events for the end of May, which it hopes will put the station on the map for young male viewers.

Channel 5 has scored a major sporting triumph by securing two

top-flight sports events for the end of May, which it hopes will put the

station on the map for young male viewers.



The channel has snatched exclusive live rights for England’s crucial

football World Cup qualifying match against Poland on 31 May.



Coverage of the match will form part of a primetime double-header for

Channel 5, which has also secured the England Rugby Union team’s

international against Argentina on the same night. The rugby kicks off

at 6pm, followed by the soccer at 8pm, and together they represent

Channel 5’s first major international sports acquisition.



The channel is now hoping to find a sponsor to support its coverage of

the sports package. Nick Milligan, the sales director of Channel 5, said

the evening was indicative of the channel’s approach to securing major

events.



’Channel 5 will move quickly to acquire programme rights with guerrilla

tactics if we can prove advertisers are interested and it will be

cost-efficient,’ he said.



The channel, which is due to launch on 30 March, also confirmed this

week that it has passed the five million retuned-homes mark, with 70 per

cent of required homes expected to be retuned by the end of this

month.



A fresh round of advertising breaks this month, exploiting famous names

to encourage people to have their TV equipment retuned to avoid

interference from the Channel 5 signal.



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