or


[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.





  [march 2008]  
S
M
T
W
T
F
S
      


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





[07/21/18 - 11:51 PM]
Development Update: Saturday, July 21
Updates include: Amazon orders fourth season of "The Man in the High Castle"; USA pulls the plug on "Colony" after three seasons; and NBC's "Midnight, Texas" taps trio for recurring roles.

[07/21/18 - 11:04 PM]
Video: The Commencement of "The Purge" at San-Diego Comic-Con Has Officially Begun
The 10-part series will debut on USA Network on Tuesday, September 4 at 10:00/9:00c.

[07/21/18 - 09:06 PM]
Video: "Deadly Class" - Official Trailer - Syfy
Produced by the Russo brothers - and based on the best-selling graphic novel - "Deadly Class" premieres on Syfy in 2019.

[07/21/18 - 08:01 PM]
"Wynonna Earp" Renewed for Season 4
This has become something of a tradition for the horror/western, which has revealed its season renewals at Comic-Con panels the last few years.

[07/21/18 - 06:28 PM]
Chris Klein Announced as DC Super-Villain Cicada for "The Flash" Season Five
Season five pits Team Flash against yet another formidable adversary, the show's second non-speedster Big Bad.

[07/21/18 - 05:52 PM]
"DC's Legends of Tomorrow" Welcomes Two New Characters for Season Four
Tom Wilson will recur as Nate's (Nick Zano) father, Hank Heywood.

[07/21/18 - 05:45 PM]
Video: Trailer Debut - Feast Your Eyes on Netflix's "Disenchantment" Trailer
Matt Groening's new 10-episode adult animated comedy fantasy series premieres Friday, August 17.

[07/21/18 - 04:58 PM]
Video: "The Man in the High Castle" - Season 3 Teaser - Prime Video
The long-awaited third season will premiere Friday, October 5 on Amazon's streaming service.

[07/21/18 - 04:55 PM]
Oliver Queen Faces an All-New Threat from a Lethal Team of Assassins in Season Seven of "Arrow"
Holly Elissa, Michael Jonsson and Miranda Edwards will play The Longbow Hunters, a legendary group of assassins recruited by Ricardo Diaz (Kirk Acevedo) to enact his revenge on Oliver and the team.

[07/21/18 - 04:50 PM]
Video: New Trailer for Season Two of "The Orville" That Premiered at San Diego Comic-Con
As previously announced, the new season bows Sunday, December 30 on FOX.

[07/21/18 - 04:04 PM]
New Friends & Foes Transform National City for Season Four of "Supergirl"
Transgender activist Nicole Maines will join the show in the series regular role of Nia Nal, aka Dreamer.

[07/21/18 - 04:01 PM]
Video: "Roswell, New Mexico" Comic-Con(R) 2018 Teaser
Get a first look at footage from the new series and discover more about this not-so sleepy settlement's otherworldly inhabitants in the show's Comic-Con trailer.

[07/21/18 - 04:00 PM]
Video: FOX and National Geographic Release Exclusive First Look at Highly Anticipated "Cosmos: Possible Worlds" at San Diego Comic-Con 2018
The new season will once again premiere in the U.S. on both FOX and National Geographic and globally on National Geographic in 171 countries and 43 languages.

[07/21/18 - 03:16 PM]
Video: New Trailer for Season Two of "The Gifted" That Premiered at San Diego Comic-Con
The new season kicks off Tuesday, September 25 on FOX.

[07/21/18 - 03:10 PM]
Video: "Legacies" Comic-Con 2018 Trailer
The CW series is a thrilling new drama that tells the story of the next generation of supernatural beings at The Salvatore School for the Young and Gifted.