The teen channel, Rapture, has secured a deal with Cable &
Wireless, giving it access to an extra one million homes from 1
The deal will increase the number of households Rapture reaches from
three to four million. The move is in preparation for when the station
expands its broadcasting output from two to seven days a week. This will
take place in January, coinciding with Rapture’s launch into the digital
Rapture broadcasts on Telewest, NTL, Astra analogue and C&W between 10am
and 6pm on Saturday and Sunday.
Rapture’s sales team welcomed the news of the C&W deal.’More eyeballs
can only mean more exposure and much better advertising opportunities,’
Darren Khan, Rapture’s sales director, commented.
’The timing of the deal also means that we will be in a much better
position to be included in agency planning schedules for this
Now that the station will jump from 42 to 58 per cent distribution from
October, its Barb ratings will improve noticeably. ’This will add
gravitas to our station and boost sales opportunities as well as help
staff morale. And with an increase of home hit rates, there is no reason
why we shouldn’t charge for it,’ Khan added.
From October, Rapture will charge up to 25 per cent more for its
airtime, reflecting the increased exposure for advertisers.
According to Khan, C&W will benefit from the addition of Rapture to its
portfolio, as it will provide the telecoms company with a ’young,
happening element’, which will be useful for its door-to-door selling
The programming mix on Rapture ranges from slots about the club scene to
boy bands, football and fashion.
As part of the deal, C&W’s own local channel, CWC, will be supplied with
half an hour of Rapture’s programme time. This will be made up of local
news, features and community programming, as well as a video
The service caters for different C&W franchise areas.
C&W is required by the Independent Television Commission to own a local
station and the company is planning to build its brand in the future.