GMTV has launched a website to run in association with its morning
and daytime programming, which it hopes will attract a host of new
advertisers who find TV too costly.
The online services will follow up live daily news leads from GMTV’s
breakfast show and offer a daily programme schedule. It will also
feature information on its presenters and a range of other subjects,
including health and beauty, travel, celebrities and food.
Mark Connolly, commercial development manager at GMTV, will take
responsibility for all new-media advertising. He confirmed that a series
of sponsorship deals were already up and running, involving advertisers
such as WH Smith, online travel company Expedia and PetsOnTheBrain.com,
a site set to launch in March.
Viewers can watch a feature on TV, click onto the website for additional
information and purchase products advertised online.
Connolly said: ’This works especially well with books and travel. We
promote clients’ products on our programme and website, and the GMTV
logo will also appear on our clients’ websites.’
Initially, the existing 20-strong ad sales team will sell space on the
site. But GMTV will eventually set up a separate sales team. The team is
targeting the fmcg market.
Connolly said: ’The website is a great place to pull in advertisers who
might consider above-the-line advertising too costly. In addition to
sponsorship, we have sold banner ads to clients such as Sofabed
Workshop, BT, Iceland, Egg, Oddbins, Sainsbury’s and Nokia.
’Since the website officially launched last week, more than 150,000
viewers have already accessed the site and 500 viewers sent e-mails to
the station within the first two hours of its launch online.’
Noga Sawdon, head of GMTV online, confirmed that plans are under way to
build the site into a leading provider of women’s information and
entertainment on the internet.
GMTV is owned by Granada, Disney, Carlton and the Guardian Media Group,
each having a 25 per cent stake. The broadcaster produces a daily
breakfast show and weekday programmes featuring news, entertainment and
The network also provides weekend children’s shows and the Sunday
Programme, broadcast between 7am and 9am.