Half-minute-long interstitials from the Fine Living Network not only educate viewers with how-to tips on photography, wine or care of the American Flag but also can provide multiple system operators with additional ad revenue-even if they don’t carry the Fine Living Network.
Through the end of the year, these interstitials, called “Essentials,” are being made available to nonaffiliate as well as affiliate MSOs to run on any channel in their systems, not just on Fine Living, said Janice Brandon, VP for affiliate ad sales with Scripps Networks, operator of Fine Living. However, after the first of the year, “Essentials” will be available only to affiliates.
Fine Living “Essentials” were taken from Fine Living’s short-form series of hints and information. They were cut down to 25-second informational tips with a five-second tag.
“[MSOs] may either find an advertiser sponsor or use that five seconds as an MSO identification. But most of the time it will be used to generate additional revenue,” Ms. Brandon said.
Mark Kanter, VP and general manager of Cox Media Oklahoma, said he is a strong supporter of the Fine Living Network and the idea of the interstitials.
“If there is some sort of way to promote the network that will give us something in return from ad sales, it is good,” he said, adding that insertion in Tulsa is expected to roll out in a couple of months.
The Tulsa market has 62 percent cable penetration and is expected to bring in $81.2 million in total TV ad revenue for 2003, according to BIA Financial Network.