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
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
* 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
This article was first published on Marketing