or


[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.





  [march 2008]  
S
M
T
W
T
F
S
      


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











[08/30/14 - 09:09 AM]
Friday's Broadcast Ratings: ABC, NBC Split the Demo Crown
CBS then remains the most-watched network last night.

[08/29/14 - 09:03 AM]
Thursday's Broadcast Ratings: Another Week, Another "Big Brother" Victory
CBS leads the night once again among adults 18-49 and total viewers.

[08/29/14 - 08:10 AM]
Cast of FOX Sports 1's All-Female "The Ultimate Fighter(R)" Overcame Childhood Tragedies to Help Troubled Youth
The franchise's latest installment premieres Wednesday, September 10 at 10:00/9:00c.

[08/29/14 - 07:35 AM]
BBC America's "Intruders" Pulls 1.223 Million Viewers
BBC America further spins the numbers for Saturday, August 23.

[08/29/14 - 07:07 AM]
HBO Confirms Nov. 2 and 3 Debut for Miniseries "Olive Kitteridge"
Frances McDormand, Richard Jenkins, Bill Murray, John Gallagher, Jr., Peter Mullan, Rosemarie DeWitt and Zoe Kazan star in the project.

[08/29/14 - 06:41 AM]
FOX Sports 1 to Air Tony Stewart/Mike Helton Press Conferences Live
Coverage of the press conferences is also available through FOX Sports GO, the app that delivers streaming video of FOX Sports content.

[08/28/14 - 10:27 PM]
"Party Down South" Returns for Season 3 - Announced on the Reunion Special
Look for the new season in Winter 2015 on the cable channel.

[08/28/14 - 05:31 PM]
"Jay Leno's Garage: The Ultimate Car Week" Premieres Sunday, August 31 at 10PM ET/PT on CNBC
Based on his Emmy-winning web series "Jay Leno's Garage," this special takes viewers into the heart of Monterey Week, America's ultimate automotive event.

[08/28/14 - 02:21 PM]
"Live with Kelly and Michael" Enters Its 27th Season in National Syndication September 1, 2014
The show finished the 2013-14 season as the No. 2 syndicated talker in Households, posting an 8% gain over the prior year, and its highest Household rating in 6 years.

[08/28/14 - 01:40 PM]
Lori Loughlin Stars in "Garage Sale Mystery: All That Glitters," A Hallmark Movies & Mysteries Original World Premiere October 26
Steve Bacic, Sarah Strange and Brendan Meyer also star in the second installment of the "Garage Sale Mystery" movie series.

[08/28/14 - 12:12 PM]
HGTV's Newest Series "Sold on the Spot" Taps Into the Ultimate Buying and Selling Fantasy
In his new series, Josh teams up with house hunters to knock on every door in their ideal location and convince one homeowner to sell their house within 24 hours.

[08/28/14 - 12:08 PM]
FXX Paints Labor Day Weekend Yellow - Five Days Left in Record 12-Day "The Simpsons" Marathon Ends Monday, September 1 at Midnight ET
Following the conclusion of the 12-day marathon on Monday night, "The Simpsons" moves to its regular weekly schedule beginning on Tuesday, September 2.

[08/28/14 - 12:03 PM]
Emmy and Tony Award-Winning Actor David Hyde Pierce Joins "The Good Wife" in Recurring Role for Season Six
The role will mark Pierce's first appearance in a television series since "Frasier" ended its run in 2004.

[08/28/14 - 11:40 AM]
HBO's Banksy Does New York a User-Generated Chronicle of the Street Artist's One-Month Residency in New York City, To Debut Nov. 17
"From the moment Banksy took over the streets, New Yorkers became obsessed. The film captures this month of madness created by user-generated footage," says Sheila Nevins.

[08/28/14 - 11:31 AM]
The Reinvention of "The View" Continues as ABC Recruits a Powerful New Senior Team
Bill Wolff, Brian Balthazar, Ashley S. Gorman and Kathleen Rajsp are among those overseeing the new season.