GMTV is broadcasting a radical series of mini-features within the
GMTV schedule in a bid to attract niche audiences and entice new
In collaboration with the programming department, the ad sales team,
under the direction of business controller Patsy White, has come up with
a series of five-minute features that are broadcast during GMTV
Each mini-feature will be broadcast twice a week. They all follow a
similar pattern, designed to inform viewers about specialist topics. The
idea is that advertisers will be lured into purchasing niche airtime
around the slots.
White is initiating a series of topic strands for the coming season.
A sporting summer strand will be introduced to coincide with this year’s
Euro 2000. This will be followed by a series of mini-strands relating to
Wimbledon and the Olympic Games.
Also, a new mini-feature called GMTV Cafe will launch this May. The slot
will introduce new presenters, starting with New Yorker Donna Bernard,
who will host celebrity gossip sessions and will broadcast live from a
cafe in Liverpool Street.
White confirmed a raft of advertisers had expressed interest in the Cafe
project, but said that until the content had been made concrete,
advertisers were reluctant to sign up officially. However, it is thought
that Tropicana is set to become a commercial partner for the Cafe
White said: ’The only drawback from an ad sales perspective is that you
can’t sell the slots to advertisers until the strands are fixed into the
TV schedule. This is often decided at the last minute because of
changing news briefs.’
White highlighted a proven rise in audience share during the broadcast
of the feature strands. ’During Wake up to the Web, audience share rose
by 13 per cent for that particular programme strand.’
Previous mini-features have included Women and Wheels providing car
information, Wake up to the Web offering internet tips, and Make a Mint,
a financial advice slot.
GMTV also runs The House, a feature designed to pull in DIY
The House is a property in need of repair, purchased by the broadcaster
to offer as a prize in an ongoing competition.
GMTV’s previous mini-features have lured many first-time
These include a wide range of clients from Barclays Bank, Royal Bank of
Scotland and NatWest to Yahoo!, Ford, Tropicana and Sony PlayStation.
All these companies now advertise with GMTV on a regular basis.