« back
TV Nova and its new products
August 23, 2010, Marketing a Media
Superbreak is the answer to a possible clutter on TV screens this autumn.
TV Nova is introducing three business innovations to its autumn schedule. From September it will be offering an exclusive ‘superbreak’, it has expanded its range of sponsoring and for its programme Civic Judo (Obeanské judo) it is planning a follow-up programme with the chance for product placement.
The most interesting innovation is the superbreak. This is a reaction to the need that some clients have to avoid long advertising blocks which can occur in the autumn in an attempt to provide the required ratings. In September TV Nova will be testing the superbreak. It will not be more than 90 seconds long and will contain no more than four spots. The channel will only broadcast a single superbreak each day and promises to allocate it to interesting programmes. “We guarantee the client product exclusivity. This means we will be offering a more effective means of commercial communication for advertising spots which guarantees a much higher recall-factor than in the usual blocks,” says Jan Oehák, Nova’s business manager. This innovation will be appearing as a regular product in the price list for October.
The strongest Czech channel is also bringing an innovation to sponsoring. It is offering a Programme Sponsoring product which means 35 sponsor’s messages over the course of two weeks. These are placed mainly during evening prime time and the product is intended for two clients at the most simultaneously. These rotate a total of five sponsoring positions (before the afternoon’s Television News, before the Evening News, before the Sports News, before and after the main evening programme). Nova has set a price of 2.165 million CZK for one client for 14 days. In addition, there are other new sponsoring positions on offer, in particular to go with the television clock.
Product placement will be offered during Sunday’s Civic Judo, specifically the follow-up report. “It offers the client space for presentation during the reports which communicate a particular service or product and which, by agreement, are filmed at the client’s outdoor or indoor premises. So this is a non-aggressive form of product placement during the programme,” adds Jan Ulrych, the head of Nova’s TV sales.
Photo caption:
“With the superbreak we guarantee the client product exclusivity,” says Nova’s business manager, Jan Oehák, about the new product.
For additional information, please contact:
Romana Wyllie
Vice President of Corporate Communications
Central European Media Enterprises
Krizeneckeho nam. 1078/5
152 00 Praha 5
Czech Republic
+420 242 465 525
romana.wyllie@cme.net
