The Kraft Foods company’s media agency Carat Melbourne has agreed a 12-month deal with the Seven Media Group to have branding and naming rights to the channel, which is called Cadbury Bella TV.
The channel will allow TiVo users to choose between downloading shows like Desperate Housewives for a fee (around $2) or to watch Cadbury branded advertising to watch the episode for free. Cadbury is the first advertiser to ‘own’ one of the six Caspa “channels”.
In addition to episodes of Desperate Housewives, the channel will feature lifestyle and comedy shows aimed at the 18-39 year old female demographic.
It is hoped that the 12 month new deal will see one million viewers in Australia and New Zealand by June next year, with Hybrid TV agreeing to refund the sponsorship fee if the target is not reached.
Hybrid TV, which operates TiVo in Australia for Seven, has agreed to refund the sponsorship fee if the target isn’t reached. An option for an extension to the 12-month contract has been included in the agreement.
The business models surrounding online and on-demand television has been a sticking point for some, with Hulu, the networks first big foray into internet TV in the US, recently introducing a subscription based premium product in addition to their free, ad-supported site.
Hybrid models, where users pay for content at tiered rates depending on how much advertising they are willing to accept, may very well be the future of online TV.
Article posted by Spencer Samaroo, Managing Director, Moo-Lolly-Bar
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Source: Digital Media
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