Media: Double Standards - 'Delivering huge benefit to consumer and trade'

Two broadcast chiefs reveal the motivations behind the launch of UKTV's Dave channel and Emap's Heat Radio, and explain what they mean for advertisers.

JULIA JORDAN - EXECUTIVE DIRECTOR, UKTV

- Can you tell us briefly why you're launching the new brand?

Advertising is our largest revenue stream and, therefore, the largest contributor to our on-air spend. So we are constantly looking at ways of increasing our advertiser appeal in terms of driving our audience reach and audience affinity measures, plus creating a quality environment for advertisers. The Dave launch is a combination of maximising our reach through a more optimal Freeview channel configuration, plus the creation of a stronger identity through rebranding UKTV G2. Our qualitative research showed that G2 fell behind virtually all entertainment brands in terms of channel awareness, despite its strong viewing share in "pay" homes. Dave will address this - we have tested the concept and are confident it will offer the channel the standout it deserves.

- How smooth has the launch process been so far?

Very, with the exception of the foot-and-mouth outbreak, which meant our elephants missed the shoot.

- What will the new product offer to advertisers?

The known quality environment and successful performance of UKTV G2, plus the extra oomph that Freeview will provide, which makes Dave available to an additional four million ABC1 men and two million 16- to 34-year-old men. With less competition in Freeview, Dave is likely to achieve an even greater share of viewing in Freeview homes than G2 currently does in pay. Dave will represent the best possible offer to advertisers. There is a fabulous choice of content that young men really choose to watch, including QI, Top Gear and Never Mind the Buzzcocks. Dave will take the IDS portfolio's monthly reach to 16- to 34-year-old men to its highest ever level.

- How are you communicating the launch to potential listeners/viewers?

Via an on-air and print campaign.

- How tightly is your new brand targeted at a specific audience?

Dave is clearly targeted at the highly valued young, upmarket man, but in a way that doesn't lead him to switch off when the girlfriend walks in.

- What's been the most fun element of working on the launch?

This has been a truly collaborative effort between some highly talented teams both within UKTV and Red Bee. The new brand identity represents a significant shift for UKTV away from a network brand emphasis to one which embraces individual channel brand identity.

- What impact do you think your new product will have on the market it's entering into?

Dave will not only increase the value and profile of UKTV overall, but will also demonstrate UKTV's commitment to continuing to deliver to advertisers, who provide our largest source of income.

- What show or feature sums up your station/channel?

QI

- How much of a rest did you/will you get after the launch?

No rest for the wicked. We've got too many other opportunities in our sights.

ANDRIA VIDLER - MANAGING DIRECTOR, EMAP NATIONAL RADIO

- Can you tell us briefly why you're launching the new brand?

Emap recognises the importance of radio within our digital world. Heat was the first brand from within the fold to truly represent multiplatform offerings, and Heat Radio was born.

- How smooth has the launch process been so far?

It has been an exciting process. We have brought together a team that combined the strength of Heat magazine and expertise in radio, with a few special new recruits.

- What will the new product offer to advertisers?

An innovative way to use radio, without traditional spot advertising that works with a select handful of exclusive commercial partners with branded content. As advertisers try to connect with their consumers at a deeper level, it will become increasingly important to innovate in product and content; delivering opportunities for advertisers to build loyalty and trust. With Heat Radio, we will be delivering Heat in a more holistic, brand-led way, giving advertisers the opportunity to build deeper relationships via multiple touchpoints with greater standout and cut-through.

- How are you communicating the launch to potential listeners/viewers?

What better way to target potential listeners than through the magazine and website? We are hitting our audience with powerful and colourful print and viral executions.

- How tightly is your new brand targeted at a specific audience?

Heat Radio's target is 18- to 34-year-old women. Upmarket, single or with young children, they have busy lifestyles, working full time with a hectic social life.

- What's been the most fun element of working on the launch?

The team, the enthusiasm, the buzz, quick thinking, great programming and content ideas, a media first and having a fantastic line-up of commercial launch partners.

- What impact do you think your new product will have on the market it's entering into?

It challenges the traditional ad model for radio - bespoke selection of sponsorships, promotions and ad-funded programming, with the emphasis on relationship building rather than the traditional "telling and selling" model. It also delivers huge benefits to both consumer and trade - a radio station that offers total flexibility to create content that listeners want, and the flexibility and cut-through that advertisers want. Lastly, it also affects the growth of DAB digital.

- What show or feature sums up your station/channel?

The celebrity news bulletins - breaking entertainment news direct from Heat Towers every 15 minutes.

- How much of a rest did you/will you get after the launch?

None. In my role, I will be continually identifying key brands to launch on radio - and we've got Closer Radio to launch in the next nine months.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).