Knowledge.ca makes room for advertisers
The BC-based educational public broadcaster has launched a new website that opens up new opportunities for marketers with a public-service message to reach its viewership.
BC’s Knowledge Channel has relaunched its website with new interactive features, social media integration and new opportunities to advertise to the channel’s boomer audience.
Except for PSAs, the broadcaster is commercial-free over the air, but the new website includes advertising opportunities for both public-service marketing messages and for traditional marketing messages. Ad units – banners and video pre-roll – on the site are reserved for PSAs but sponsorship opportunities of site content will be extended to marketers with non-public-service promotional intent, Glenna Pollon, director of government and public relations, Knowledge, told MiC.
The new site was designed by Vancouver-based digital agency Work at Play, with a number of new user-engaging features, such as rate-and-comment functionality, video trailers embedded within program schedules and improved donation capabilities. Users can browse programming by a variety of search parameters. The network also launched its first Twitter and Facebook profiles to in tandem with the launch and accessible from the new site.
‘Our strategy was to create an interactive experience that is delightful and useful, and that supports our mission to connect British Columbians to their world,’ said Gould. ‘Through Knowledge.ca, we will extend our ‘Knowledge: Pass It On brand,’ motivate user-generated content, leverage social networks and develop new revenue opportunities by increasing traffic on the internet and, in the coming year, mobile platforms.’
The new site is being promoted on-air to the channel’s 1.4 million weekly viewers (BBM Canada) in BC, in print to the 26,000 readers of the Knowledge bi-monthly program guide, and via direct mail.
Knowledge channel is available to BC residents through basic cable, and is also carried country-wide through Shaw’s Star Choice and Bell TV.