Media Review International has been appointed by a number of subscription TV channels to monitor their share of the one million cross-channel promotions broadcast on pay TV each year, B&T can reveal.
Unlike free-to-air TV, subscription channels can advertise their programs on rival channels in 30 and 60 second promotional spots.
MRI has been hired to monitor and analyse the promos on 17 channels owned by XYZ Networks, Premier Media Group, Showtime and the Movie Channel Group.
“With up to one million cross-promos broadcast on STV each year, all channels have a vested interest in ensuring they’re receiving the correct exposure for their promos and that they are similarly are fulfilling their obligations to their sister broadcasters,” said Paul Morgan, general manager at MRI.
“Obviously, no channel wants to play 50 promos for another without getting something comparable back in return.”
An invisible, indelible watermark will be embedded into each promo allowing the firm to track the spots giving broadcasters information on which channel it aired on, at what time and what program.
Morgan added: “The MRI service allows for a fairer distribution of cross-promotional ads to flow across networks – our customers can ensure they are meeting their promotional obligations to the other stations and that the others are meeting their obligations in return. In addition, the feedback we provide helps educate the promo production departments so they’re not wasting valuable time and money producing an ineffective commercial that other channels may reject.”
The channels that will be monitored include, Arena; Max; Channel V; Lifestyle; Lifestyle Food;
the Weather Channel; Fox Sports 1, 2 and 3; Fox Sports News; How To Channel; and Fuel
Showtime and Showtime Greats; Movie One, Movie Extra and Movie Greats.
