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June 14, 2004 - Strategy Media Archive
Fall TV Preview

Specialty Channels
Specialty continues its climb
Discovery, W and CMT show greatest improvement, many others continue to gobble audiences and dollars

by Bernadette Johnson
page M 19

Successful programming decisions and some savvy marketing - to both TV viewers and media buyers - have some specialty stations sitting pretty this year. Of course, one should also never underestimate the power of cheaper rates.

The channels up the dial continue to narrow the ad spend margin versus conventional. Not surprisingly, says Dennis Dinga, VP, director of broadcast buying at M2 Universal, in Toronto, that trend has been fueled primarily by conventional broadcasting's bullish rates. In fact, the TV buy for some clients has gone 100% specialty TV over the last year, says Marilyn Sherman, EVP media at Toronto's Echo Advertising, citing BMG Music as an example. It is a move driven largely by the client's limited budget.

However, select specialties have come into their own of late, according to pundits, with smart program selections and proactive efforts aimed at the buying community.

"Discovery is one that continues to do an amazing job of understanding what its viewers want - building a relationship with them and keeping them coming back," says Theresa Treutler, SVP corporate media director at Doner Canada, Toronto. "It has really grown its male viewership in particular."

The science, technology and adventure station, has changed its programming genre to what Helena Shelton, VP broadcast operations for MBS/The Media Company, calls "reality-for-men" programming, featuring shows like American Hot Rod and Monster Garage. "It's really worked for them," she adds. "[Discovery] has experienced one of the biggest increases in terms of a station that has done the best year-over-year. They are up 36% on adults 25-54 in terms of share increase."

Along with the sports specialties (TSN, which leads the pack; and Sportsnet, which Treutler says has been gaining ground thanks in part to its ability to program regionally), Showcase has also managed to attract the hard-to-reach male audience. She cites movies and some of the late-night fare, with distinctly adult appeal, as key drivers.

W Network continues to make great strides, says Treutler, particularly in understanding and identifying with viewers. But perhaps this year's Cinderella story, according to Shelton, is CMT. "It tanked last year. It was dying. But they seemed to have figured it out and corrected it - it's up 40% [among adults 25 to 54]."

Almost unanimously, Alliance Atlantis gets top votes for marketing to media folk. "Alliance Atlantis has definitely won that game. They are definitely very aggressive in their marketing and communications to buyers and clients, and they've managed to sell themselves very well," says Shelton.

"Specialty is no longer second rate, or an after-thought in terms of buying," she adds. "They've come a long way and it really boils down to their programming."

What's new for the fall

The top 15 English analogues

Channels are ranked by 6 a.m. - 6 a.m. average-minute audience,

adults 18-plus, during the weeks from Oct. 6, 2003 to May 9, 2004. Share percentages indicate share of total 18-plus TV viewing

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