GameTV unveils fall programming
The specialty is promoting series like Britain's Next Top Model with a multi-platform campaign, and developing customizable sponsorship opportunities.
GameTV has revealed its schedule of new and returning game shows, reality series and fan-favourite movies, which is set to launch Sept. 30.
Kicking off the fall season is Four in a Bed, a new series that puts the hospitality skills of B&B owners to the test, and that will air weekdays at 10 a.m. and 4 p.m. starting Sept. 30. Meanwhile, BBQ Pitmasters, a competition series that pits gourmet BBQ chefs against each other, makes its series premiere Tuesdays at 8 p.m. starting Oct. 1.
Back for new seasons is Family Feud, which will air weekdays at 7:30 p.m. starting Sept. 30, and Britain’s Next Top Model, which debuts Mondays at 8 p.m. starting Sept. 30.
Also returning is The Block All Stars, with new episodes airing Thursdays and Fridays at 8 p.m., starting Oct. 3 and 4, while Fear Factor, which premiered in August, will air episodes from Wednesdays at 8 p.m.
GameTV will continue to air nightly fan favourite movies at 9 p.m., and will also carry old episodes of classic game shows like The Dating Game, Pyramid and Split Second.
Gary Sappleton, senior director of marketing, GameTV, tells MiC that the campaign, with media by Magi Communications and creative handled in-house by GameTV, relies on an even split of TV, print, radio and digital buys.
TV spots will air on AMC, CNN and TLC, while radio spots will air on CHFI in Toronto and print spots will appear in Metro and other commuter papers. The digital buy, which will leverage a mix of pre-roll and display ads, is still being planned, but will focus on entertainment and lifestyle websites.
The campaign creative leverages a mix of striking colours and imagery from specific GameTV programming, as opposed to featuring on-air talent like in last year’s rebrand campaign.
Sappleton says that the campaign is one of GameTV’s most fully integrated executions to date. He adds that the channel’s strategy is to use mass media to drive awareness with a single, unified message across all of its platforms, and then use more targeted buys that focus on both the lineup as a whole and specific shows.
The campaign launches Sept. 9 and will run for eight weeks.
For advertisers, Sappleton says GameTV is developing customizable sponsorship opportunities around specific series in the lineup, as well as around its fan favourite movies. Other ad opportunities include 15- and 30-second spots, contests and site dominations on Igametv.com.