Channel 5’s launch branding campaign has failed to generate any
excitement in the run-up to its launch this Sunday, leaving viewers
confused about its proposition, according to new research by Manning
MGM found that in those homes that have not needed to be retuned, and
have not, therefore, been subject to the high-profile retuning campaign,
viewers are confused about the saliency of the channel, when it launches
and what it will offer.
The qualitative research, conducted among 16- to 44-year-olds in the
London, Central and Granada regions, highlights a divide between areas
that have been retuned and areas that haven’t - which contain up to 46
per cent of Channel 5’s potential viewing homes.
However, once the sample was shown examples of the channel’s
programming, the general reaction was positive.
Channel 5’s nightly movie was found to be the strongest item in its
schedule, while the 8pm news was seen as punchy, though too American for
some. The England v Poland World Cup qualifying match was well
General entertainment programming, such as Melrose Place and Beverly
Hills 90210, was seen as ’filler TV’.
Colin Gottlieb, a director of MGM, said: ’It’s absolutely shocking that
half of Channel 5’s potential homes don’t understand some fundamental
points about its proposition just days before its launch.’
Channel 5 launched a fresh burst of advertising this week featuring the
Spice Girls, who will also star in the first item on the channel - an
on-screen promotion - on Sunday.
All the ads have been created by Mother/KesselsKramer and bought by TMD
Carat with media strategy by Michaelides and Bednash.