Astral links brands with fans via consumer products

Now it's all revved up to hook brands up with shows and entice niche demos with licensed merch.

Astral Media has formed a new division in its TV wing, looking to ‘consolidate and expand’ its efforts to push The Movie Network, Viewers Choice and Family Channel.

Toronto-based Astral Media Integrated Solutions, unveiled late last week, will cover licensing, merchandising, online ads and sponsorships for the English TV outlets, led by Holly Chapman, who reports to Domenic Vivolo, SVP of marketing and sales for Astral Television Networks.

‘What we can offer our partners, sponsors and advertisers is an effective means of connecting with niche markets such as the difficult-to-reach tween market,’ said Vivolo, in a release.

Astral cites its recent deal with La Senza Girl as an example. Last fall, the lingerie retailer enjoyed strong sales with a line of Zoey 101 clothing licensed from the Family Channel series. A second product line will be rolled out this winter.

This story first appeared in Playback Daily.