ITV2 marked its launch, via ONdigital’s terrestrial service, with a
one-hour special showcasing what is in store on this younger, more
male-oriented sister to the main ITV brand.
The show starred Michael Barrymore, Ian Wright, Trevor McDonald and the
cast of Coronation Street and covered the range of entertainment, comedy
and factual programming which will make up the schedule alongside reruns
of favourite ITV shows and sport.
According to the ITV2 sales people, the channel has filled all its
advertising airtime for December, kicking off with Cellnet First,
Rowntree, Heineken and Drambuie in the first ad break.
Nestle Rowntree is always keen to be associated with the cutting edge of
TV developments and new media. At the same time, pre-Christmas is a
crucial sales period for the two brands which are advertising on the
channel: After Eight and Quality Street.
For Cellnet, the idea was to use ITV2 to help position the brand at the
forefront of technology. Audience figures will be low, but digital TV is
expected to attract the sort of young, upmarket consumers Cellnet
Heineken’s target of 16- to 34-year-olds, particularly men, made the
channel a natural choice for the brand.
Buyer: Guy Gravenell
Buyer: Adam Bishop
Client: Cellnet First
Agency: The Allmond Partnership
Buyer: Chris Skinner
Programme: It Takes 2
Date: 7 December, 19.00
Break transmission time: 19.15