Business Media

Wednesday 1 October 2014

PostScript: UTV secures rights to air top shows like 'Celebrity' in Republic in 2015

Published 21/11/2013 | 01:00

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Yvonne Keating
BOD
Ant and Dec
Ant and Dec

ITV's latest financial results bode well for UTV. The Northern Ireland media group, which recently announced plans for a brand new television station for the Republic of Ireland, has secured the exclusive rights to broadcast ITV content into the Republic from 2015 – snatching them from TV3. Figures released earlier this week show that much of the recent growth in ITV's advertising revenues – which jumped by £55m (€65.6m) or 11pc in the three months to the end of September – was down to shows produced by the company's own in-house production operation rather than shows licensed from other companies. Its fourth quarter is expected to fare even better, benefiting from the latest series of 'I'm a Celebrity Get Me Out of Here' – which began its 13th series at the weekend with record viewing figures.

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YVONNE KEATING AT HEARTH OF MATTERS

BORD Na Mona has kicked off a nationwide winter campaign fronted by model and TV personality Yvonne Keating. The campaign, entitled "The Big Family Craicle", is centred around family values and all the family activities that take place beside a crackling fire – like playing cards and boardgames and telling stories.

The campaign relies heavily on interaction with consumers, mainly through the brand's Facebook and Twitter feeds, where members of the public can access tips on how to make the most of a night in with their family and share their own traditions. A number of "Craicle Packs" are up for grabs for those who take part, including lots of goodies to help families while away dark winter evenings.

BOD TO FRONT O2 AD CAMPAIGN

SPORTS travel business Midland Travel has won the O2 Small Business Competition – and the prize of an ad campaign led by Ireland rugby star Brian O'Driscoll.

Titled 'I'm not saying that', the ad is a behind-the-scenes look at the making of a television ad. Filmed as a fly-on–the-wall 'mockumentary', Brian plays a brand spokesperson fearful of being made look ridiculous at the hands of a stereotypical advertising director, (played by Luke Griffin). O2 tongue-in-cheekly describes it as "an Oscar winning performance".

"Supporting small businesses is at the heart of what we believe in here in O2 so we are delighted to be able to use our partnership with Brian to promote such an established small business like Midland Travel" said O2's head of branding and sponsporship Rita Kirwan.

The ad will be promoted on YouTube and O2.ie.

UNILEVER SPREADS NEWS ABOUT FLORA

FLORA, Unilever's biggest spread brand, has launched a heavyweight marketing campaign and rebranding exercise across Ireland and the UK for 2013 – its biggest ever marketing investment into the brand.

The campaign, led by advertising on mainstream TV as well as digital, print and PR, kick-starts a long-term commitment by Unilever to the Flora brand.

The television ad, which depicts one of the mishaps of family life, was created by Adam & Eve/DDB. The scene is set when two children decide to make breakfast in bed for their parents.

When they burst into their parents' bedroom to deliver the surprise, the kids catch their mum and dad engaged in some vigorous physical activity they assume to be wrestling. All is well, though, and the sheepish parents sit down with the children to eat breakfast together.

Flora's packaging and logo have been redesigned.

The company, which according to market research firm Nielsen is used by 40pc of Irish households, is also changing the way it is sold in-store. This part of the campaign is entitled 'Bring a little goodness to everyday life', with an emphasis on the role of food in family life.

Irish Independent

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