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)









[11/23/14 - 08:57 AM]
Saturday's Broadcast Ratings: "Saturday Night Football" Tops Demos for ABC
The Alphabet leads the night among adults 18-49 for the second week in a row.

[11/23/14 - 08:54 AM]
"Saturday Night Live," with Host Cameron Diaz, Ranks As the Night's #1 Telecast on the Big 4 Networks in 18-49
NBC spins the numbers for Saturday, November 22.

[11/22/14 - 09:02 AM]
"Constantine" Jumps 38% Week to Week in Adults 18-49 to Hit Its Highest Rating Since Its Series Debut
NBC spins the numbers for Friday, November 21.

[11/22/14 - 08:45 AM]
Friday's Broadcast Ratings: ABC Tops Demos for Fourth Consecutive Week
The network's "Shark Tank" posts a 2.0 rating among adults 18-49.

[11/22/14 - 08:39 AM]
ABC Wins Friday for November Sweep in Adults 18-49 - Hits Season Highs Across the Night
ABC spins the numbers for Friday, November 21.

[11/21/14 - 03:07 PM]
Netflix to Premiere Globally in March 2015 the New Tina Fey and Robert Carlock Comedy Series Starring Ellie Kemper
"Unbreakable Kimmy Schmidt" was originally slated to premiere on NBC and instead will now launch exclusively across all Netflix territories.

[11/21/14 - 01:30 PM]
Disney XD to Sneak Preview New Original Series "Penn Zero: Part-Time Hero" on Friday, December 5
Emmy Award-winner Henry Winkler guest stars as The Snowman.

[11/21/14 - 01:28 PM]
Feast with the Titans in a Special Thanksgiving Episode of "Teen Titans Go!" Airing Wednesday, November 26, at 5:30 p.m. ET/PT
In addition, the Titans have a lot to be thankful for as the action-comedy series continues to be a strong performer on Cartoon Network.

[11/21/14 - 01:08 PM]
Emmy(R) and Tony Award(R) Winner Ellen Barkin to Guest Star on "Happyish" on Showtime(R)
She's set as Dani Kirschenbloom, a headhunter who works closely with Thom Payne (Steve Coogan).

[11/21/14 - 12:52 PM]
CBS Celebrates the Holidays with Very Merry Episodes
These original episodes join the previously announced holiday music specials as well as perennial holiday favorites.

[11/21/14 - 12:02 PM]
VH1 to Air Special Encore Presentation of "Behind the Music: Aaliyah" on Sunday, November 23, 2014 at 6PM and 10PM
Aaliyah's family members participated in the original production in 2001 and her brother approved the additions made in the updated 2012 version, which will be seen on Sunday.

[11/21/14 - 11:00 AM]
Season Three Premiere of Bounce TV's "Off The Chain" Series Reaches Over 1.7 Million Viewers
Bounce TV spins the numbers for Wednesday, November 19.

[11/21/14 - 10:24 AM]
OWN: Oprah Winfrey Network Announces 2015 Premiere Dates for Returning Favorite Series and an All-New Network Special
"The Haves and the Have Nots," "Love Thy Neighbor" and "Raising Whitley" are among the returning class.

[11/21/14 - 10:06 AM]
Spike TV to Premiere "Lip Sync Battle" from Jimmy Fallon's Eight Million Plus Productions, John Krasinski and Stephen Merchant
The announcement was made by Jimmy Fallon last night on "The Tonight Show" during his interview with Stephen Merchant.

[11/21/14 - 10:06 AM]
"Home & Family" Primetime Holiday Special Premieres on Hallmark Channel November 24th
Candace Cameron Bure, Lacey Chabert, Genie Francis and Marilu Henner are among the scheduled guests.