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[03/26/08 - 12:23 PM]
USA Network Unveils the Power of Brandwidth
USA is encouraging advertisers to leverage its "brandwidth" by partnering on innovative and customized character-focused opportunities.

[via press release from USA]

USA Network Unveils the Power of Brandwidth

USA Announces Multi-Platform Brand Campaigns

NEW YORK, March 26 -- USA Network unveils its adoption of "brandwidth," a term that defines the breadth, depth and creative potential of the 'Characters Welcome' brand and its vast media reach. The announcement was made today by Chris McCumber, executive vice president, marketing, digital and brand strategy for USA. Since its inception 'Characters Welcome' has been an equal celebration of both USA's original characters and those at home interacting with its content. By putting its audience at the heart of the brand, USA established early an emotional connection with its audience that transcends any one show, genre or media platform.

"USA's brandwidth is about the power of our character-centric brand positioning and what it can do to build our partner's brands and businesses in a meaningful way. Our brand, content and platforms are an open invitation for our clients to entertain, engage and dialogue with our audience -- our clients' consumers," said McCumber.

USA is encouraging advertisers to leverage its "brandwidth" by partnering on innovative and customized character-focused opportunities. Past examples of recent successful brand partnerships include the network's pairing of its obsessive-compulsive titular character MONK with Windex in its dreamscape spots, as well as Pond's and THE STARTER WIFE, GM and Direct TV with BURN NOTICE, and Kleenex and MONK. Most recently, Alltel sponsored a series of animated vignettes for PSYCH, which helped boost the show to its highest C3 ratings ever, and according to IAG, significantly boosted Alltel's brand image.

Additionally, USA plans to grow its 'Characters Welcome' brand in 2008-09 by investing in a series of pure play multi-platform brand initiatives. The 'Character Project' and 'Character Approved' will be the first in a series of brand campaigns crafted to grow the character brand beyond its core fan base and the television landscape. According to McCumber, "'Characters Welcome' is already the most recognizable, relatable and welcoming brand in television, but we are setting our sights on something bigger."

The first two brand campaigns announced today include:

CHARACTER PROJECT

USA Network will team up with a well-known photographer and several up-and-coming photographers to capture the "character" of America today. USA will embark on a cross-country, 50-state quest in search of subjects as varied as the country, and include everyone from celebrities to local heroes. USA will turn its lens on the nation and capture its essence in a way that is uniquely 'Characters Welcome.'

CHARACTER APPROVED

Simply put, USA believes as the authority on 'characters,' it is in the unique position to identify the people and/or things worthy of the USA Character seal of approval. To jumpstart the 'Character Approved' initiative, USA will first work with clients to showcase the most unique commercials featuring quintessential characters. We'll call out these winning ads in a customized commercial powerpod. More 'Character Approved' initiatives will follow.

USA NETWORK is cable television's leading provider of original series and feature movies, sports and entertainment events, off-net television shows, and blockbuster theatrical films. The #1 network in basic cable, USA Network is seen in nearly 94 million U.S. homes. The USA Network Web site is located at http://www.usanetwork.com. Characters Welcome.

USA Network is a program service of NBC Universal Cable a division of NBC Universal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.





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· BURN NOTICE (USA)
· MONK (USA)
· PSYCH (USA)
· STARTER WIFE, THE (USA)











[08/21/14 - 06:00 PM]
GSN's Third Episode of Body-Painting Competition Show, "Skin Wars," Delivers Series-High Ratings
GSN spins the numbers for Wednesday, August 20.

[08/21/14 - 04:28 PM]
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[08/21/14 - 02:56 PM]
NBC Partners with Television Academy and NBCUniversal Networks to Bring Most Social Experience Ever for "The 66th Emmy(R) Awards" Live on Mon., Aug. 25
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[08/21/14 - 01:35 PM]
GSN Greenlights Season Four of Emmy(R) Nominated Hit Series "The Chase" and Season Two of Matchmaking Show "It Takes a Church"
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[08/21/14 - 12:54 PM]
WE tv Is Getting in the Box - The "Sex Box" - Network Greenlights First-Ever Extreme Relationship Therapy Series for 2015 Premiere
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[08/21/14 - 12:08 PM]
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"The Real Housewives of New Jersey" spin-off will premiere with back-to-back episodes on Sunday, October 5 at 9:00/8:00c.

[08/21/14 - 11:18 AM]
The Hub Network's App Is Honored with the National Parenting Center Seal of Approval
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[08/21/14 - 11:11 AM]
The Search for the Next "MasterChef" Begins with Open Casting Calls Starting Saturday, September 13
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[08/21/14 - 11:07 AM]
"The Tonight Show" Sets Nine-Week Highs in 18-49 Demo and Total Viewers for Week of Aug. 11-15
NBC spins the late-night numbers for the week of August 11-15.

[08/21/14 - 11:06 AM]
Breeders' Cup Challenge Series Features Travers Stakes on Saturday at 4:30 PM ET on NBC and TVG Pacific Classic on Sunday at 8 P.M. ET on NBCSN
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[08/21/14 - 10:51 AM]
Video: "Foo Fighters: Sonic Highways" - Trailer (HBO)
The eight-part documentary series premieres Friday, October 17 at 11:00/10:00c.

[08/21/14 - 10:45 AM]
Maria Bello, Olympia Dukakis and Joan Jett Star in "Big Driver" - Original Movie Based on Short Story by Stephen King - Premieres October 18 on Lifetime(R)
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[08/21/14 - 10:42 AM]
Go Under the Covers with Discovery Fit & Health for Sextember, A Month-Long Exploration of Sex in America
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[08/21/14 - 10:41 AM]
"Tim & Eric's Bedtime Stories" Premieres Thursday, September 18th at 12:15 a.m. (ET/PT) on Adult Swim
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[08/21/14 - 10:12 AM]
"Rebuilding the World Trade Center" - Marcus Robinson's Poignant Film Chronicles 8 Years of Construction; Premieres Thursday, September 11, at 6 p.m. on History
The two-hour special - eight years in the making, from laying of the first foundation to triumphantly topping the gleaming new 104-story One World Trade Center with its spire - focuses on the construction workers who performed the Herculean task.