MEDIA: ITV2 hires Springer for viewer reposition

ITV2 is to launch a pounds 500,000 summer advertising campaign with a view to repositioning itself as a general entertainment channel with broad mainstream appeal.

ITV2 is to launch a pounds 500,000 summer advertising campaign with

a view to repositioning itself as a general entertainment channel with

broad mainstream appeal.



The digital sister channel to ITV has recruited chat show host Jerry

Springer to feature in eight TV executions that use the strapline ’Total

Entertainment’ in order to promote the channel’s broad offerings in

soaps, popular drama and sport.



In the trails, which break on ITV and ITV2 on July 17, Springer uses his

confrontational interviewing style to accost members of the public with

the phrase ’I know what you did last night!’



He then ’outs’ them as closet viewers of programmes on ITV2 such as

David Letterman, Sunset Beach and Jerry Springer. The trails finish with

the statement ’More and more people are discovering ITV2 - Total

Entertainment’.



The trails were produced by new production company JAM. The campaign

marks a subtle repositioning of the channel, which when it launched 18

months ago was promoted as a younger alternative to ITV, with a strong

sports offering and a bias towards young men.



However, according to ITV2 commercial director Andrew Chowns, recent

research has shown that viewers are coming to the channel for different

reasons and are getting mixed messages about its positioning.



’We needed to find a way of embracing the different routes into ITV2,

and to encourage sampling by giving people a clearer idea of what to

expect,’ said Chowns.



But he denied that ITV2’s repositioning was an attempt to pre-empt the

launch of Channel 4’s entertainment channel E4, due to launch at the end

of this year, which he described as ’a very different proposition’.



Another key aim of the campaign is to support ITV within the new

multichannel universe by persuading them to stay within the ITV ’family’

of channels.



ITV2 this week appointed Granada Broadband to produce its new web site

(see New Media, page 11).



ITV2 is currently available via ONdigital and analogue and digital cable

on Telewest and CWC platforms. It claims its current demographic is

16- to 33 year-old ABC1 adults and that it attracts over 100 advertisers

a month.