CAMPAIGN INTERNATIONAL: MEDIUM OF THE MONTH - Cosmopolitan, the archetypal women’s title, has set up a TV channel Edward Owen reports

Cosmopolitan Television, launched by the young women’s magazine at the beginning of last month, is the first 24-hour digital satellite masthead TV channel in Spain and Portugal.

Cosmopolitan Television, launched by the young women’s magazine at

the beginning of last month, is the first 24-hour digital satellite

masthead TV channel in Spain and Portugal.



Its founding partners are Hearst Entertainment & Syndication, a division

of the Hearst Corporation, which publishes Cosmopolitan magazine, and

MultiPark Madrid, the Spanish media company that produces and

distributes programming for satellite, digital, cable and digital

terrestrial TV as well as the internet.



Spain was chosen for the launch because of Cosmopolitan’s strong

presence in the market and the existence of a healthy TV economy.

Victoria Abbad, Cosmopolitan TV’s marketing director, said:

’Cosmopolitan sees Spain as the ideal market from which to open its

doors to the rest of Europe, Latin America and the Spanish-speaking

market in the States.’



The channel can be accessed through Via Digital, which claims to have

half a million subscribers, with a maximum potential audience of two

million in Spain from the Hispasat satellite link.



According to Abbad, Cosmopolitan Television is aimed at women aged

between 18 and 35 years old, in the ’middle- to high-class’

socio-economic group.



The channel targets different audiences throughout the day. There are

daily slots - pre-dawn and afternoon - aimed at ’passionate’ women

(students and working women aged 18-25), while a beauty programming

strand - as well as a talk show and film - between 9am to 3.30pm is

aimed at housewives aged 25-35. In the evening ’adventurous’ women

(18- to 35-year-olds) are targeted with films, talk shows, travel

documentaries and programmes on living and fashion.



Appropriately enough, Cosmopolitan TV’s first major advertiser is Bimbo,

the Spanish bread-to-biscuits manufacturer.



Although Cosmopolitan TV does not yet have official viewing figures or

boast a tariff card, the market possibilities look bright, especially

since most Spanish TV is aimed at a very macho audience. Coded

television channels have taken off in Spain since the rights to football

matches were sold to the two main TV services.



Football is by far the main fare on Spanish television along with a mix

of lurid gameshows and thinly disguised political broadcasts. But there

may be a clue to the future in the popularity of melodramatic soaps from

Latin America that are broadcast during the late-afternoon siesta.



COSMOPOLITAN TELEVISION FACT FILE

Owner                   Hearst/MultiPark Madrid

Launch date             1 March 2000

Platform                Digital decoder and Hispasat

Potential audience      two million