Carlton Television is generating a series of non-spot advertising
initiatives on its daytime television output as a means of increasing
non-traditional revenue.
To drive the new initiatives, a trial programme called Home in the
Country has launched in Carlton’s London, Central and West Country
regions. The series is supported by a personalised website, which
carries advertising and has already generated 10,000 hits.
Carlton is also planning a parenting programme, which will be supported
with a series of videos and publications. It too will have an online
presence - its site will be aimed at parents with young children.
Daytime scheduling on Carlton is usually drawn from the ITV network, but
it is hoped that by developing its own series of programmes with brand
extensions, Carlton will attract more viewers as well as
advertisers.
A spokesman for Carlton said: ’We need to work harder on programme
content to encourage network advertising on a regional basis, but with
these new initiatives linked to brand advertising, the opportunities
increase.’
Martin Bowley, chief executive of Carlton Media Sales, told Campaign:
’Any advertiser who thinks that daytime TV is just about spot
advertising is making a serious mistake. The daytime audience is now
much more defined because there is less unemployment and they’re using
the internet more.
’We want to harness that by developing new relationships with
advertisers which go well beyond programming and advertising.’
