MEDIA: Shops join C5’s retuning effort

Channel 5 is signing up retail partners as part of its ‘Give me 5’

campaign in a bid to raise consumer awareness of its video recorder

retuning campaign.

Alliances with Blockbuster Video, Granada Services and Thorn Homeserve

will give channel 5 access to 1500 retail outlets, where information and

promotional material will be displayed. The broadcaster is also talking

to other retail outlets, including Dixons, Comet and WH Smith.

Channel 5 is sending information packs to schools and has briefed the

police and local authorities about the retuning campaign, which will

cover 9.6 million households.

This week the terrestrial channel, launching in January, will start its

national poster campaign and by September the ‘Give me 5’ message will

be posted on 3000 sites. The campaign was created by Saatchi & Saatchi,

with media buying by TMD Carat.

Between August and September 9.6 million information packs with

individual security numbers for each household will be mailed. The

numbers are intended to combat impersonators and make householders feel

more comfortable about letting retuners in.

Before Channel 5 goes on the air, several sponsorship deals with

advertisers will be wrapped up. David Brook, Channel 5’s marketing and

communications director, said the broadcaster will run on-pack

promotions with advertisers.

Brook said the launch campaign will differentiate the channel from its

competitors, but between now and October the marketing campaign will

concentrate on educating consumers.

Although the terrestrial channel has outlined a direct-mail and poster

campaign, TV advertising has not been ruled out. The retuning will cost

around pounds 10m.

Ian Ritchie, chief executive of Channel 5, said: ‘We are not a niche

satellite or cable channel but a free mainstream broadcaster with new

appeal.’

Taking 5

* Channel 5’s call centre expects to take up to four million calls

between now and December, and to make 89,000 appointments each week.

* 7000 tuners and 380 supervisors/managers will retune equipment in nine

main transmitter areas.

* 40 million people - 74% of the viewing population - will be able to

receive Channel 5.

* 60% of Channel 5’s output will be new, with a repeat programme rate of

less than 15%. It will offer drama, sport, news, information and

entertainment.

This article was first published on Marketing