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)





[05/31/16 - 12:32 PM]
BBC America Announces Original Scripted Development Projects and Upcoming Summer and Fall Premiere Slate
Upcoming premiere dates include "Ripper Street" on July 28, "Dirk Gently's Holistic Detective Agency" on October 22 and "Undercover" on November 17.

[05/31/16 - 12:02 PM]
Julia Roberts Named "Woman of the Decade" by Spike TV
The star of the recently released, "Money Monster," will be honored with the "Woman of the Decade" Award at the 10th Annual Spike's Guys Choice.

[05/31/16 - 12:01 PM]
Video: AMC Releases Commercial Free Premiere Episode of "Preacher"
The full episode is now live on AMC.com, the AMC app and Apple TV.

[05/31/16 - 11:33 AM]
Esquire Network Announces Second Season of Hit Series "Team Ninja Warrior"
This season will feature an expanded 16 episodes which will include the debut of a five-part special event, "Team Ninja Warrior: College Edition" (wt), featuring top college competitors going head-to-head against rival universities.

[05/31/16 - 11:24 AM]
Monday's Broadcast Ratings: ABC, "The Bachelorette" Hold Off NBC, Stanley Cup Finals
The Alphabet edges out the adults 18-49 crown from the Peacock.

[05/31/16 - 10:16 AM]
"Suited," The Story of a Brooklyn Tailoring Company Making Custom Suits for Gender Non-Conforming and Transgender Clients, Debuts June 20 on HBO
From producers Lena Dunham and Jenni Konner, the film tells the story of clothier duo Rae Tutera and Daniel Friedman, who take a holistic approach to their work, considering each client's personal narrative as they strive to create the perfect suit.

[05/31/16 - 09:35 AM]
NBC and "American Ninja Warrior" Take Viewers Behind-the-Scenes with Exclusive Digital Series "Crashing the Course" and "24/B4"
Both series launch today with new episodes every week on the NBC App, NBC.com and the "American Ninja Warrior" YouTube channel.

[05/31/16 - 09:18 AM]
Patti Stanger Is Moving to WE tv... and She's Bringing All Her Clients' Baggage
"Million Dollar Matchmaker" premieres Friday, July 8 at 10:00/9:00c on the cable channel.

[05/31/16 - 09:00 AM]
Full Episode Sneak-Peek of Esquire Network's "This Is Mike Stud" Available Now, Streaming Commercial Free!
The episode will also be available on desktop and mobile via EsquireTV.com, on iOS devices with the Esquire TV Now app, as well as on video-on-demand on set-top box.

[05/31/16 - 08:12 AM]
"Tosh.0" Hits 200th Episode When the Series Returns on Tuesday, June 7 at 10 p.m. ET/PT
In an upcoming episode, the show will present a "Where Are They Now?" segment with Daniel welcoming former guests Hamish (The Illusion), Chad, Gratata and a special guest into an elite circle of "Tosh.0" legends.

[05/31/16 - 07:41 AM]
2016 NBA Finals Tip Off June 2 Exclusively on ABC: Golden State Warriors vs. Cleveland Cavaliers
Every game will be preceded by a 30-minute, on-site edition of the "NBA Countdown" pre-game show on ABC.

[05/31/16 - 07:23 AM]
Sunday's Broadcast Ratings: NASCAR Coverage Sparks FOX Victory
The network's primetime presentation of the Coca-Cola 600 easily wins the night.

[05/31/16 - 07:18 AM]
Saturday's Broadcast Ratings: CBS Tops Charts with "48 Hours" Repeats
The Eye leads the night with a pair of encores from its perennial newsmagazine.

[05/31/16 - 07:13 AM]
Friday's Broadcast Ratings: ABC, NBC Share Top Demo Honors
Repeats of "Shark Tank" and "Dateline NBC" power their respective lineups.

[05/31/16 - 07:08 AM]
Thursday's Broadcast Ratings: CBS Holds Off Original Competition with Repeat Lineup
"The Big Bang Theory" leads the night among total viewers and adults 18-49.