TV MONITOR/A WEEKLY LOOK AT WHO’S BUYING WHAT AND WHEN

ITV2 marked its launch, via ONdigital’s terrestrial service, with a one-hour special showcasing what is in store on this younger, more male-oriented sister to the main ITV brand.

ITV2 marked its launch, via ONdigital’s terrestrial service, with a

one-hour special showcasing what is in store on this younger, more

male-oriented sister to the main ITV brand.



The show starred Michael Barrymore, Ian Wright, Trevor McDonald and the

cast of Coronation Street and covered the range of entertainment, comedy

and factual programming which will make up the schedule alongside reruns

of favourite ITV shows and sport.



According to the ITV2 sales people, the channel has filled all its

advertising airtime for December, kicking off with Cellnet First,

Rowntree, Heineken and Drambuie in the first ad break.



Nestle Rowntree is always keen to be associated with the cutting edge of

TV developments and new media. At the same time, pre-Christmas is a

crucial sales period for the two brands which are advertising on the

channel: After Eight and Quality Street.



For Cellnet, the idea was to use ITV2 to help position the brand at the

forefront of technology. Audience figures will be low, but digital TV is

expected to attract the sort of young, upmarket consumers Cellnet

desires.



Heineken’s target of 16- to 34-year-olds, particularly men, made the

channel a natural choice for the brand.



Client: Rowntree

Agency: MindShare

Buyer: Guy Gravenell

Client: Heineken

Agency: Motive

Buyer: Adam Bishop

Client: Cellnet First

Agency: The Allmond Partnership

Buyer: Chris Skinner

Programme: It Takes 2

Channel: ITV2

Date: 7 December, 19.00

Break transmission time: 19.15

BARB: n/a