|
|
CLIENT:
TURNER BROADCASTING SYSTEM (TBS)
PROJECT:
NUTS TV - BRANDED TV CHANNEL
|
Background:
Time Warner’s Turner Broadcasting (TBS) was looking to launch a unique multi-platform offering which would generate an additional suite of revenue streams. IPC Media, also a Time Warner company and the publisher of Nuts Magazine, wanted to capitalise on multi-platform growth in the UK and extend the Nuts brand to linear TV, broadband and mobile. TBS and IPC Media decided to launch Nuts TV in collaboration and appointed the etv media group to provide a full complement of content and interactive services for the first six months from the channel’s inception. Nuts TV is broadcast on Freeview channel 42 and Sky channel 207.
Objectives:
Nuts TV business objectives:
- To provide a sexy not seedy men’s channel on a predominately female skewed Freeview platform
- To broaden TBS’s revenue sources to include format sales, licensing & merchandising, mobile and online.
Mechanic:
The etv media group launched Nuts TV launched on Freeview channel 42 on 12th September 2007. The channel broadcasts every night from 21:00-01:00. Nuts TV began its life as a 4-hour live TV show, produced in a purpose-built studio which catered for the channel’s nightly mix of celebrity guests, live bands and panel shows. The interactive services included online and on-air competitions, user-generated content, quizzes and auctions, using text-to-screen and phone-in mechanics. Nuts TV launched on Sky channel 207 on 21st January 2008 and broadcasts every night from 19:00-03:00.
As the channel entered phase two of its life, the channel management has reverted directly to Turner.
|