Tag Archives: viewers

Alton Towers attracts younger crowd with CBeebies Land

16 Oct

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CBeebies, the dedicated TV channel for under fives which is home to shows such as In the Night Garden and Charlie and Lola, may be losing viewers but that’s not enough to discourage Alton Towers from launching CBeebies Land.

Merlin Entertainment is planning on rebranding part of the park to bring the struggling CBeebies brand to life – through rides and live experiences. It will also give children the opportunity to meet their favourite characters. Think of it a bit like Disney World but without the excitement.

Although it’s not been disclosed if the BBC will financially benefit from the project, it’s great for brand awareness – with its core target market already allowed free access to the park. But I’m yet to see how it will increase viewers. Surely young people’s emotional attachment to the characters stems from them already being fans of the programme. Not the other way round. And most kids don’t have influence over the remote control anyway.

After the BBC was urged to do more for young people, this just comes across as a money-making stunt that ticks boxes with bosses a the same time.

The news has generated a lot of national and regional coverage but I think this is as good as it gets. In my opinion there’s nothing more to say (unless someone gets hurt at CBeebies Land.) The attraction’s got a limited audience because few will pay Alton Towers’ prices for it. And if they do it won’t have a significant impact the channel’s growth.

It’s simply a ‘nice to have’ rather than a well thought out step to strategic success. What do you think?

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Virgin delivers a classy TV campaign

2 Mar

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Well here it is – the first time I’m using the happy / sad faces to refer to a campaign on Prime Time.

Drum roll please. The first campaign is from Virgin Media’s TiVo… and… it’s … positive.

Goodness knows how much this ITV and Channel 4 advertising stunt cost the company, but I think it’s worth it.

Viewers of Coronation Street, Dancing On Ice and One Born Every Minute will have thought that their favourite programme had been ‘accidentally deleted‘ after their screens went blank last night. The prank was quickly uncovered when the audience was told that Virgin TiVo can save the day because it recovers deleted programmes via its recorded TV system for a short time – so accidents like this don’t ruin your evening.

It’s a great way to generate brand awareness for the device and highlights an incredibly valuable attribute that people, like me, want to know about. The adverts demanded attention from TV addicts, presented a common problem and showed them a solution in a classy manner.

But, coming from Virgin, I don’t think I expected anything less.

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