German media group Telcast expands branded ent division

MUMBAI: Germany's Telcast Media Group which provides a range of services for broadcasters across the globe is moving aggressively in the marketing arena by expanding its branded entertainment division. It has acquired the cross-media promotional platform TV miles. This will enable even wider access to brands in the form of on-air and Point Of Sale (Pos) marketing.

 

The group issued a release stating that the move reinforces its positioning in the market as a television company dedicated to on-air promotion of brands such as British Telecom, McDonald's, DHL, Coca Cola.

Telcast Media Group president and CEO Thomas M Hohenacker was quoted in the release saying, "Our mission has always been to deliver advertising-driven television content globally. We believe that the future in television is in taking the edges off the medium and really stepping out of the programme commercial break shuffle. Viewers want entertainment in their spots. We take that one step further by putting spots into the entertainment."

Acting as a conduit for entertainment that weaves a brand into its very fabric, the group is looking to take on the competition in the form of Madison & Vine with the cross-promotion reality dialogue platform. TV miles is the first system to effectively track TV-watching with the patented Dot technology and viewer incentives. These are sponsored by SuperBrands throughout the world.

TV miles claims to take television out of the box and into consumer's lives at Pos locations of partner brands. Each event generates sales benefits and creates media hype for partners. Tv miles works with brands across a broad range of market sectors - from retail to consumer goods to telco providers and petrol stations - to create synergetic marketing events that cut cross the spectrum of TV, print, online and new media.

Telcat has stated that its brand product pillars are Be On Air!, the earth television network and Telcast 3-D. Be On Air! is an interactive branding platform that turns television viewers into stars through studios located on city streets and in shopping malls.

Be On Air! has branded with Sports Illustrated and telco giant MTN. Meanwhile Earth Television Network gives brands a global reach with live programmes from a remote-controlled camera network. The brands that have hopped onboard are DHL, BT, Air France, Quantas and Expedia.com. Telcast 3-D brings TV in a new dimension.

Meanwhile the company has appointed Gregor Abt as the Branded Entertainment division's VP.

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