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
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’
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