Foxtel is offering its tech-savvy audience personalised information through an SMS and e-mail marketing tool, in an effort to drive ratings and subscriptions to its youth music television network, channel [V].
The service, called
"We wanted to better communicate with our audience, and SMS is the hottest item among the youth market across the country," said Barry Chapman, channel [V]'s managing director. "The response to
The company recently sent 3000 text messages one hour before the screening of a program special on youth band Incubus, screening it on its request show, By Demand. "Mr People Meter picked it up," said Chapman in reference to the positive AC Nielsen ratings figures. "It was the biggest By Demand rating of the year, which must be partly attributed to
The service is an expensive one for Foxtel, by the sheer nature of sending thousands of SMSs to
However, Chapman believes that it's money well spent, claiming that "a dollar spent on SMS is better than a full-page ad in the music press".
"We spent $250,000 on broadcasting the Big Day Out -- that wasn't a programming exercise, it was a marketing exercise, and so is
Designed by software developer company dload,
The service will be ramped up in September to include a gig guide, channel [V] program information, and music news. From September onwards registration will be through the channel [V] Web site only. The move is designed to give the music channel more information about its viewers and will enable personalised messaging, allowing it to target advertising to specific demographics such as age and post code.
The initial success of Rover has spurred Foxtel into looking at deploying the tool on other channel [V] stations worldwide, as well as other channels in its cable television network.