Business Media

Friday 19 September 2014

UTV Ireland: "We believe in the power of advertising"

Published 21/08/2014 | 02:30

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Pat Kenny at UTV Ireland
Gala drive for the Jackand Jill Foundation
Vine

Pat Kenny's addition to the UTV Ireland line-up wasn't the only juicy bit of gossip the station revealed at a sneak-peak hosted at Dublin's plush Marker Hotel this week. Management clearly have advertisers on the brain.

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"We believe in the power of advertising," said commercial director Darragh Byrne confidently, outlining plans for a 25-strong advertising and sponsorship team at the station's new headquarters in Dublin's Macken House.

They will be working closely with UTV digital marketing agency Simply Zesty, as well as ITV, to provide cross-channel branding opportunities.

Advertisers will be able to capitalise on programming that costs a combined €600m a year to produce, channel head Mary Curtis said, including big-name shows like The Graham Norton Show and Mr Selfridge. Shows are primarily being sourced from ITV, though programme deals have also been signed with All3 Media, DRG and HatTrick International. It will also produce some in-house content.

TV3 and Gala help

WITH the planned closures of Atlantic Philanthropies and the late Tony Ryan's One Foundation, Ireland's charities are facing a serious funding shortage. But with another austerity budget still on the cards, the public's purse strings are still tight - meaning corporate donors are more important than ever. Two Irish companies have stepped up to the plate. Our Lady's Hospital Crumlin recently admitted a €2m fundraising shortfall. TV3 is pitching in, making Crumlin its official charity for the next year.

Another children's charity, the Jack and Jill Foundation, is facing a €200,000 shortfall this year. Convenience store Gala has pledged its support to Jack and Jill's newest campaign, which calls on the public to take part in designated hill-walks. The sign-up fee of €16 funds one hour of nursing care for a sick child.

Premier League battle

Half an hour was enough to show the Premier League that fighting the internet won't be easy.

Sung-Yueng Ki's 28th-minute goal for Swansea against Manchester United on Monday was available on Twitter's six-second video-sharing service Vine within minutes - and has been viewed millions of times since.

While Vine promotes homemade videos, users who have accounts can post content of their choice. Some that post video from soccer games have thousands of followers. Videos from Vine can be shared on Twitter.

But this threatens the Premier League's lucrative three-year television rights package, valued at about €6bn a year. In 2013 it sold the rights to broadcast game highlights online to News International.

It has taken the drastic measure of appealing directly to fans. "We would encourage fans to use legitimate means to access this content,"it said.

"We hope fans understand the need to maintain the investment model that produces the football they love."

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