NEWS: Independent starts classic film collection promotion

Carlton UK Sales, the sales house for Carlton and Central Television, is beefing up its non-terrestrial TV sales by taking over the contract for Mirror Group’s Live TV. M&C Saatchi launches a nationwide advertising campaign for the Independent this week in support of the title’s biggest promotion in years.

Carlton UK Sales, the sales house for Carlton and Central Television, is

beefing up its non-terrestrial TV sales by taking over the contract for

Mirror Group’s Live TV.



Carlton Cable and Satellite Sales, the fledgling sales division, will

begin selling airtime for Live TV from 1 April after wresting the

contract from Scott Lynds. The move comes amid growing speculation that

Carlton Communications is plotting a bid to take over Mirror Group.



Live TV is the first independent broadcaster to hand its sales over to

Carlton’s cable and satellite sales operation, headed by David

Sanderson.



Jane Wroe, the sales director of Live TV, said that the decision to move

airtime sales into Carlton reflected the channel’s desire to ‘move up a

gear’.



Carlton Cable and Satellite Sales already handles airtime for the

SelecTV cable channel, which Carlton bought from the eponymous

production company in January. Sanderson said that, as a stablemate to

SelecTV, the Live TV account would help Carlton’s ambition to ‘represent

a group of the best-resourced and most clearly focused channels’.



Live TV’s move reflects a trend towards consolidation in the cable and

satellite airtime sales market as channels group together to offer a

stronger sell to advertisers.



United Artists Programming is planning to set up a cable and satellite

sales house, possibly encompassing sales for UK Gold and UK Living.

Granada Satellite Broadcasting, which plans to launch a number of

satellite channels at the end of this year, has also been approaching

other non-terrestrial channels with a view to handling their sales.



M&C Saatchi launches a nationwide advertising campaign for the

Independent this week in support of the title’s biggest promotion in

years.



The broadsheet has invested more than pounds 500,000 in the Independent

Classic Film Collection, which will offer buyers of the Saturday paper a

classic video, available at the point of sale, for pounds 3.



The first video, available with this Saturday’s issue, is When Harry met

Sally. Films to follow include One Flew Over the Cuckoo’s Nest, the

Graduate and Casablanca.



The promotion is the brainchild of Charles Kirchner, the brand

development director of Mirror Group Newspapers. Kirchner, a former

Rothman’s marketing director, has recently taken over responsibility for

the advertising and promotion of all the group’s titles.



The campaign, embracing cinema, TV, radio and outdoor, continues the

cheeky tone of M&C Saatchi’s previous work for the paper.



In the cinema ad, an old lady tells of the first time she saw When Harry

met Sally. Just as the monologue is getting tedious, she delivers the

punchline: ‘I laughed and laughed so much I pissed myself.’



A separate TV commercial, based on the same theme, will run in London

only. Posters of lookalikes of stars such as Meg Ryan and Jack Nicholson

reading the paper will run on London Underground and bus-sides in London

and the North. Radio ads will run nationally.



The commercials were written by Tony Barry and art directed by Kevin

Thomas at M&C Saatchi, with Alex Oei and Tim Harris art directing and

writing the posters. Theo Delaney directed the TV and cinema ads through

Spots, while media buying across the whole campaign is handled by Zenith

Media.



Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

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).