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
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
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
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.