The television company, Turner Broadcasting, is expanding its
presence in the UK TV market with the launch of a third channel this
week, called Turner Classic Movies.
TCM, which will be available to Sky Digital and NTL Cabletel
subscribers, will kick off on Friday at 9pm with the director’s cut of
The Big Sleep.
An advertising campaign using the tagline, ’Hollywood lives’, will run
in the national newspapers. It was created by Hooper Galton and bought
by MediaCom TMB, and NoHo Digital has created an accompanying
website.
On the same day that TCM launches, Turner Broadcasting’s existing movie
channel, TNT, will broaden its output, running programme series, music
and wrestling programmes in addition to films. Turner also owns the
children’s channel, the Cartoon Network.
Referring to TCM’s USP for advertisers, Dee Forbes, the sales director
of Turner Broadcasting, said: ’As with the Cartoon Network, TCM as a
wholly owned channel will also offer advertisers through-the-line
communication opportunities via a dedicated website, while also calling
upon other resources from within the Time Warner portfolio.’
The target audience for the channel will be 16- to 44-year-olds with an
ABC1 profile.
Forbes said that she believed key advertisers will come from car,
leisure, FMCG, toiletries and entertainment sectors.
Films for the channel will be accessed through Time Warner’s film
library of more than 5,000 titles. TCM will also run celebrity
interviews, behind the scenes footage on films and a contemporary film
makers season.
TCM has already been launched in Poland and Spain and will also launch
in France this week.
