Foxtels new 111 HITS channel announces programming line-up and advertising partners ahead of launch
Foxtel recently announced the programming line-up and advertising partners for its new channel 111 HITS which launches on November 1, 2008.
The channel will target the 25 to 44 year-old demographic and will be the new home to top-rating series such as: Friends, Will & Grace, Ally McBeal, The Wonder Years, That ‘70s Show, ER, Murphy Brown, Alf, Lost, 24 and Baywatch.
Multi Channel Network (MCN) has created an exclusive advertising partnership for OMD clients McDonalds, Reckitt Benckiser and Telstra as part of the 111 HITS launch month.
MCN general manager, Damian Keogh said the three advertisers will own the channel over the November launch month through a landmark deal which includes: solus sponsorships, bespoke billboards, association on promo spots and a launch night partnership to be simulcast on 111 HITS and FOX8.
“111 HITS is a high energy, high impact channel and we expect it to attract a big audience amongst its target demographic,” said Keogh.
“It’s appropriate that some of Australia’s biggest brands want to be visible in that space from moment it goes to air. Some quick thinking by OMD allowed them to secure the space exclusively for their clients McDonalds, Reckitt Benckiser and Telstra who will be the only advertisers on 111 HITS during November. These brands will also have high visibility throughout the coming months.”
111 HITS will be presented to audiences in a new format offering blocks of programming across the day. For Foxtel subscribers dramas will be delivered as movie length double episodes and comedies are grouped together based on genre and audience profile.
Executive director of television and marketing of Foxtel, Brian Walsh commented: “The unique programming blocks on 111 HITS have been strategically targeted based on audience viewing habits of these programs gathered from Foxtel’s research. It will ensure that once you arrive at 111 HITS you’ll never want to leave.”
With the introduction of 111 HITS, viewer favourite FOX Classics will be re-positioned to celebrate the legendary television series’ from the ‘60s and ‘70s including Mash, Petticoat Junction, Lost In Space, as well as continuing its much-loved Bill Collins’ Golden Years of Hollywood hosted by “Mr Movies” himself. FOX Classics will continue to honour the films of James Bond which have been ratings juggernauts for the channel throughout the 2008/09 summer season.
The channel comes from the Foxtel Owned & Operated group which is behind the ASTRA Award winning channels FOX8, W., Arena and FOX Classics.