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)









[12/24/14 - 08:39 AM]
Tuesday's Broadcast Ratings: ABC Tops Demos with Holiday Specials, "The Year"
The Alphabet leads the night among adults 18-49 while CBS is the most-watched network.

[12/23/14 - 03:18 PM]
ESPN's "Monday Night Football": Cable's Most-Watched Series for Ninth Straight Year
ESPN spins the numbers for the season to date.

[12/23/14 - 03:00 PM]
2014 "Thursday Night Football" Package on CBS and NFL Network Is Highest-Rated and Most-Watched TNF Season Ever
CBS and NFL Network spin the numbers for the season to date.

[12/23/14 - 01:41 PM]
Two Women Lose Half Their Weight and Reclaim Their Confidence in TLC's "New Body, New Style"
The one-hour special premieres Friday, January 2 at 10:00/9:00c on the cable channel.

[12/23/14 - 01:00 PM]
DirecTV and The Walt Disney Company Sign Expansive Agreement
DirecTV customers will be able to access the live linear feeds and video-on-demand content from all ESPN and Disney cable networks and ABC owned and operated TV stations in and out of the home on the authenticated WATCH services.

[12/23/14 - 12:06 PM]
ABC Family's Sweeps Prime and Its "25 Days of Christmas" Daypart Across Target Demos; Event's Facebook Page Has Reached Over 40 Million Unique People
ABC Family spins the numbers for the week of December 15-21.

[12/23/14 - 10:52 AM]
Adult Swim Ranks #1 in Total Day Among Adults 18-34 and Adults 18-49 for the Third Week of December
Turner spins the numbers for the week of December 15-21.

[12/23/14 - 10:27 AM]
Nickelodeon's 28th Annual Kids' Choice Awards Is Coming Saturday, March 28th
Plus: check out the first tease of the network's annual event.

[12/23/14 - 09:20 AM]
"Live with Kelly and Michael" Is the #2 Syndie Talker in Households for the 13th Week in a Row
Disney-ABC Domestic Television spins the numbers for the week of December 8-12.

[12/23/14 - 09:00 AM]
FXM to Air New Year's Day Marathon of FX's Emmy(R) and AFI Award Winning Miniseries "Fargo"
The marathon will feature all 10 episodes from the critically-acclaimed limited series, in chronological order, with the first two episodes airing commercial-free.

[12/23/14 - 08:47 AM]
NBC Is Currently #1 for the Night Among the Big 4 in Adults 18-49, As Well As Adults, Men and Women 18-34
NBC spins the numbers for Monday, December 22.

[12/23/14 - 08:37 AM]
ID and American Heroes Channel 2014 Year End Preliminary Ratings
Investigation Discovery and American Heroes Channel spin the numbers for the year to date.

[12/23/14 - 08:32 AM]
Monday's Broadcast Ratings: NBC Tops Demos with "SNL Christmas"
The Peacock leads the night among adults 18-49 while CBS is the most-watched network.

[12/23/14 - 08:20 AM]
"The Great Christmas Light Fight" Draws 2nd-Largest Audience Ever
ABC spins the numbers for Monday, December 22.

[12/23/14 - 07:47 AM]
"60 Minutes" in Top 10 for the Ninth Week Straight
CBS spins the numbers for Sunday, December 21.