TV MONITOR: A WEEKLY LOOK AT WHO’S BUYING WHAT AND WHEN

UK Arena is the music and arts channel which forms part of UKTV, a portfolio of channels developed jointly by the BBC and Flextech. The BBC is trying hard to crack the commercial TV market, building on the success of UK Gold with airtime sold to advertisers by the Flextech sales team.

UK Arena is the music and arts channel which forms part of UKTV, a

portfolio of channels developed jointly by the BBC and Flextech. The BBC

is trying hard to crack the commercial TV market, building on the

success of UK Gold with airtime sold to advertisers by the Flextech

sales team.



One of the most high-profile programmes in UK Arena’s first week was a

screening of Shakespeare’s Much Ado About Nothing, starring Kenneth

Branagh and Emma Thompson.



Six advertisers bought into the first ad break: BMW, Hewlett Packard,

Bacardi, BT, Woolworth Records and Lombard.



BMW secured top and tail spots. The spots were part of a burst

throughout UKTV’s launch week. The ads were aimed at ABC1 professional

men and targeted light viewers who had planned specifically to watch the

film.



Hewlett Packard was advertising its home printer range, and was also

targeting light-viewing ABC1 adults.



According to the TV buyer for Bacardi, any drinking man would appreciate

the finer points of Emma Thompson.



Programme: Much Ado About Nothing

TV station: UK Arena

Date: 7 November, 21.00

Break transmission time: 21.25

BARB: Housewives with children 0.25 TVRs (live)

Client: Hewlett Packard

Agency: Zenith Media

Buyer: Ben Scott

Client: BMW

Agency: Zenith Media

Buyer: Matt Howse

Client: Bacardi

Agency: Universal McCann

Buyer: Paul Gidley



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