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)





[06/25/17 - 10:55 AM]
Saturday's Broadcast Ratings: CBS Tops Viewers, Splits Demos with ABC, FOX
A rebroadcast of "48 Hours" on the Eye leads the night in both categories.

[06/24/17 - 08:25 AM]
Friday's Broadcast Ratings: NBC Tops Demos for Second Straight Week
"Dateline NBC" and a rebroadcast of "America's Got Talent" put the Peacock on top.

[06/23/17 - 10:01 AM]
ABC Sends "Still Star-Crossed" to Saturdays; Various Repeats to Fill Monday Slot
Look for "Celebrity Family Feud" this Monday, June 26 and "Battle of the Network Stars" on Monday, July 3.

[06/23/17 - 08:17 AM]
Thursday's Broadcast Ratings: FOX Edges Demo Win Over ABC, NBC Summer Launches
The Alphabet and the Peacock fall just short of FOX's game show duo.

[06/23/17 - 08:03 AM]
Video: Have You Met the Incredible Jessica James? Get Your Chance July 28!
Jessica Williams stars in the latest Netflix original film.

[06/23/17 - 07:42 AM]
ESPN's NBA Draft Ratings Up 13 Percent
ESPN spins the numbers for Thursday, June 22.

[06/23/17 - 07:32 AM]
"Vice Special Report: A World in Disarray," Examining the Past, Present and Future of American Foreign Policy, Debuts July 21, Exclusively on HBO
The exclusive HBO presentation features interviews with Condoleezza Rice, Tony Blair, Samantha Power, Ash Carter and others.

[06/23/17 - 07:27 AM]
Lifetime Moves Up "A Midsummer's Nightmare" Pilot Premiere to Friday, July 14
Said offering was previously scheduled for Friday, July 28.

[06/23/17 - 07:01 AM]
Conan O'Brien Returns to Comic-Con(R) International with All New Pop! Vinyl Figures from TBS and Funko
During the week of Comic-Con(R) International, "Conan" will be taped at San Diego's historic Spreckels Theatre on Wednesday, July 19 - Saturday, July 22.

[06/22/17 - 02:31 PM]
Sharon Leal Joins the Cast of New Drama Series "Instinct"
Leal will portray a friend of Lizzie's (Bojana Novakovic) who has recently been promoted to be their boss in the NYPD.

[06/22/17 - 01:43 PM]
TV Land's "Younger" Simulcasts Coast-to-Coast on June 28th and Launches Live Digital Aftershow
"Getting Younger," hosted by Taylor Strecker, will continue the enthusiastic fan conversation that occurs on social media every week and encourage viewers to submit questions and interact with other superfans and stars alike.

[06/22/17 - 01:23 PM]
HBO Partners with TRAP Karaoke to Promote "Insecure" and "Ballers"
Fans in Cincinnati, Charlotte and Houston will join cast members from both series for an advance double feature screening of the shows' season premieres.

[06/22/17 - 11:45 AM]
Hannah Hart Hits the Road for a Tasty Cross-Country Trip in New Food Network Series "I Hart Food"
The six-episode series launches Monday, August 14 at 10:00/9:00c on the cable channel.

[06/22/17 - 11:06 AM]
Spike Announces New Docuseries "Gone: The Forgotten Women of Ohio," Premiering July 22 at 9pm ET/PT
The series is the tragic saga of these young women shrouded in a mystery that includes a dark underbelly of a struggling Midwest region plagued by drug and sex trafficking, and a system that seems to have failed to protect these women.

[06/22/17 - 11:00 AM]
FOX Announces Fall Premiere Dates for the 2017-2018 Season
Newcomer "The Orville" will kick things off with two special post-NFL airings on Sunday, September 10 and 17.