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[03/26/08 - 12:23 PM]
USA Network Unveils the Power of Brandwidth
USA is encouraging advertisers to leverage its "brandwidth" by partnering on innovative and customized character-focused opportunities.

[via press release from USA]

USA Network Unveils the Power of Brandwidth

USA Announces Multi-Platform Brand Campaigns

NEW YORK, March 26 -- USA Network unveils its adoption of "brandwidth," a term that defines the breadth, depth and creative potential of the 'Characters Welcome' brand and its vast media reach. The announcement was made today by Chris McCumber, executive vice president, marketing, digital and brand strategy for USA. Since its inception 'Characters Welcome' has been an equal celebration of both USA's original characters and those at home interacting with its content. By putting its audience at the heart of the brand, USA established early an emotional connection with its audience that transcends any one show, genre or media platform.

"USA's brandwidth is about the power of our character-centric brand positioning and what it can do to build our partner's brands and businesses in a meaningful way. Our brand, content and platforms are an open invitation for our clients to entertain, engage and dialogue with our audience -- our clients' consumers," said McCumber.

USA is encouraging advertisers to leverage its "brandwidth" by partnering on innovative and customized character-focused opportunities. Past examples of recent successful brand partnerships include the network's pairing of its obsessive-compulsive titular character MONK with Windex in its dreamscape spots, as well as Pond's and THE STARTER WIFE, GM and Direct TV with BURN NOTICE, and Kleenex and MONK. Most recently, Alltel sponsored a series of animated vignettes for PSYCH, which helped boost the show to its highest C3 ratings ever, and according to IAG, significantly boosted Alltel's brand image.

Additionally, USA plans to grow its 'Characters Welcome' brand in 2008-09 by investing in a series of pure play multi-platform brand initiatives. The 'Character Project' and 'Character Approved' will be the first in a series of brand campaigns crafted to grow the character brand beyond its core fan base and the television landscape. According to McCumber, "'Characters Welcome' is already the most recognizable, relatable and welcoming brand in television, but we are setting our sights on something bigger."

The first two brand campaigns announced today include:

CHARACTER PROJECT

USA Network will team up with a well-known photographer and several up-and-coming photographers to capture the "character" of America today. USA will embark on a cross-country, 50-state quest in search of subjects as varied as the country, and include everyone from celebrities to local heroes. USA will turn its lens on the nation and capture its essence in a way that is uniquely 'Characters Welcome.'

CHARACTER APPROVED

Simply put, USA believes as the authority on 'characters,' it is in the unique position to identify the people and/or things worthy of the USA Character seal of approval. To jumpstart the 'Character Approved' initiative, USA will first work with clients to showcase the most unique commercials featuring quintessential characters. We'll call out these winning ads in a customized commercial powerpod. More 'Character Approved' initiatives will follow.

USA NETWORK is cable television's leading provider of original series and feature movies, sports and entertainment events, off-net television shows, and blockbuster theatrical films. The #1 network in basic cable, USA Network is seen in nearly 94 million U.S. homes. The USA Network Web site is located at http://www.usanetwork.com. Characters Welcome.

USA Network is a program service of NBC Universal Cable a division of NBC Universal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.





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· BURN NOTICE (USA)
· MONK (USA)
· PSYCH (USA)
· STARTER WIFE, THE (USA)





[04/23/25 - 12:16 PM]
ESPN Signs "College GameDay" Host and Play-by-Play Voice Rece Davis to Multi-Year Contract Extension
One of the industry's most distinguished and respected voices, Davis will continue to anchor College Football Playoff studio coverage, ABC's annual NFL Draft presentation and ESPN shows at the NCAA Div. I Men's Final Four.

[04/23/25 - 11:30 AM]
Netflix Returns to Annecy Festival with a Wide Variety of First Looks Including "Stranger Things: Tales From '85," Family Tentpole "In Your Dreams," and Adult Comedy "Fixed"
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[04/23/25 - 11:30 AM]
Prime Video Releases Premiere Date and First-Look Images for Raucous Second Season of "The Second Best Hospital in the Galaxy"
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[04/23/25 - 11:27 AM]
Warner Bros. Animation, Cartoon Network Studios, and Hanna-Barbera Studios Europe Return to Annecy International Animation Film Festival
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[04/23/25 - 11:16 AM]
World Book Day: Netflix Announces New TV Adaptations and Impact on Book Sales as "Sweet Magnolias" Is Renewed for Season 5
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[04/23/25 - 10:00 AM]
New HBO Original Comedy Special from Jerrod Carmichael "Don't Be Gay" Debuts May 24
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[04/23/25 - 09:10 AM]
MGM+ Orders "American Hostage" (wt), Thrilling Anthology Series from Sony Pictures Television, Starring Emmy and Golden Globe Winning Actor Jon Hamm
The psychological thriller is set in the 1970s and tells the harrowing true story of Fred Heckman (Hamm), a beloved Indianapolis radio reporter who is thrust into the middle of a life-or-death crisis when hostage-taker Tony Kiritsis demands to be interviewed on his popular radio news program.

[04/23/25 - 09:01 AM]
Paramount+ Announces Cast for Milestone Tenth Season of "RuPaul's Drag Race All Stars"
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[04/23/25 - 09:00 AM]
Jesse Collins Entertainment Returns as the Production Team for the "77th Emmy Awards," Broadcasting Live Coast to Coast, Sunday, Sept. 14 on CBS
This marks their third consecutive year as executive producers of television's biggest night.

[04/23/25 - 08:16 AM]
Video: "Grantchester" Season 10 Trailer
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[04/23/25 - 08:01 AM]
Video: "Sneaky Links: Dating After Dark" - Official Trailer - Netflix
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[04/23/25 - 08:01 AM]
Prime Video Reveals Premiere Date and Debuts New Tease Art for Season Three of "The Summer I Turned Pretty"
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[04/23/25 - 08:00 AM]
HBO Original Two-Part Documentary "Pee-Wee as Himself" Debuts May 23
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[04/23/25 - 07:09 AM]
Shudder Announces Multi-Project Deal with Queens of Horror The Boulet Brothers
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[04/23/25 - 07:06 AM]
Vice Sports Teams with Peyton Manning's Omaha Productions, in Association with NFL Films, to Produce "The NFL Playback" (wt)
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