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Trinity Mirror North West to launch Echo TV and Street TV |
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Thursday, 10 May 2007 |
Trinity Mirror North West (TMNW) is launching Echo TV in June and a new channel with the working name, Street TV (STV), later in 2007. The actual brand name and precise date of launch for STV have yet to be decided.
Both launches are joint ventures. Echo TV is a JV with Red Hot Media of Liverpool. Street TV is a JV with Street Broadcast, a company which operates out of three operational bases in London, Stockport and Coventry.
Echo TV is planned to be the city’s successor to TaxiTV, the city’s previous foray into the world of programming and advertising in black cabs with 15 inch flat screens for passengers to watch.
A media pundit in Liverpool told How-Do that Taxi TV’s biggest problem was that cabbies couldn’t get a word in edgeways…..so they tended to turn the service off.
True or not, Mark Dickinson, TMNW’s business development director said it will work this time “because we are partnering with the right people with the right resource.”
Red Hot Media is a Liverpool producer of corporate videos, film and increasingly digital products. It boats a wide range of private and public sector clients including Liverpool city council, the TUC, Sefton borough council, the BBC, McDonalds, Channel 4 and the Learning & Skills Councils.
TMNW will sell the ad space and will be producing the programmes at a post production facility at its Old Hall Street base. Video teams are in place and programme development is well under way. Programmes will be 20 minutes in length running on a loop.
A number of new jobs have been created in both sales and content but Dickinson would not be drawn as to a specific number. “For us” he added “it’s a toe in the water - a new area of operation.”
STV is being developed with Street Broadcast.
Street Broadcast is a company which provides an expanding range of services to local authorities and commercial property owners, which essentially help exploit their physical assets more effectively. Their services include income generation from ‘street initiatives’, innovative support of capital project funding, real time public messaging systems, fly posting removal, ‘city dressing’ and wireless networks.
Street Broadcast claims to be the UK’s largest lamp post advertising company. The lamp posts are owned by local authorities and private companies for whom Street Broadcast’s lamp posts “generate a reliable income.”
In June this year, the company will be launching the first national 'out of home' digital network in the UK: StreetTV. How-Do was not able to clarify which UK city will be home to the first launch but understands that Middlesbrough is a leading contender.
STV broadcasts static and moving images at key shopping locations. The technology allows ads to be broadcast with apparently outstanding video quality – ‘superior to television’ and the digi-panels revolve through 360 degrees.
Street Broadcast’s services normally include selling the space on their street furniture products but for the JV, TMNW will be managing the sales process and will also be providing live content.
TMNW publishes more than 60 media brands across its patch of North Wales and the North West. It claims a weekly penetration in its area in excess of 1.5m readers.
But TMNW, in common with rest of Trinity Mirror, is keen to emphasis its growing adoption of digital and other channels of communication.
“By the end of this year” said Dickinson “we will have 59 web sites. A mixture of ‘print companion’ sites and new vertical channels including public sector jobs, property, motors. We’re developing a great deal of expertise in these areas.
“We’re looking forward to a multi media future for TMNW.”
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