Rapture, the youth TV channel backed by United News & Media, is to
launch on Astra next week - increasing its reach from its current
The channel, launched by the former Initiative Media chiefs, Adam
Stanhope and Robert Ditcham, and the independent production company,
Kudos, will now be available in five million cable and satellite homes
and have access to more than a third of British teenagers.
The launch on to Astra also means Rapture will now be monitored by BARB
and have access to audience viewing data for the first time since its
launch a year ago. Until now, TV buyers did not know exactly how many
people were watching the channel.
Ditcham, who also oversees the channel’s airtime sales, said: ’Given our
origins, we are more than aware we have to give advertisers an industry
currency. Also in the past, because of our size, we were overlooked. Now
we should be a part of the schedule for anyone targeting teenagers.’
The channel has carried more than 150 advertising brands over the past
12 months, and Ditcham added that the move to Astra would see a
significant increase in the channel’s brand count and its advertising
The Astra deal will give Rapture access to satellite homes from 10am to
6pm on Saturdays and Sundays, and the channel is now looking to extend
its distribution further in the cable market and is also talking to Sky
Digital and ONdigital.