Red Bull links up with Channel 9

Red Bull has entered into an airtime deal with Channel 9, the local TV station based in Londonderry.

Red Bull has entered into an airtime deal with Channel 9, the local

TV station based in Londonderry.

The deal was negotiated by Steve Jenkins at AMS and involves Channel 9

promoting a number of Red Bull-sponsored events in the Londonderry


The deal comes at a crucial time for the fledgling station, which is now

under a new management team. Channel 9 was launched in October 1999 and,

by the admission of the station manager Gary Porter, has so far been ’a

commercial failure’.

Its early transmission problems have recently been rectified, enabling

the station to broadcast on full capacity to 150,000 homes.

Jenkins said his client was impressed by Channel 9’s coverage of the

motorcycling competition Northwest 200. This included the Red

Bull-sponsored motorcycle team being interviewed on the station’s

magazine programme.

Channel 9 also offered Red Bull product placement in its Video Jukebox

show, which was broadcast from a bar. The deal will continue with

coverage of a Red Bull-sponsored sculpture competition.

Although restricted service licencees such as Channel 9 may be expensive

on a cost-per-thousand basis, they offer a great opportunity for

through-the-line marketing, according to Porter.

Ten per cent of Channel 9’s ad revenue comes from national advertisers

but Porter is aiming to increase this figure through incentives such as

the Red Bull deal.

Porter asserted that ’to succeed globally, you have to compete at a

local level’.

Channel 9 is Ireland’s first licensed local television station. It was

launched to cater for an audience in Londonderry perceived to be

neglected by the Belfast-based UTV and BBC.

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