C5 offers direct marketing option

Channel 5 is to offer advertisers through-the-line campaigns following its appointment of a direct marketing expert to exploit a database of 14 million homes.

The database and a call-handling centre is a side effect of C5’s 150m retuning programme.

Kevin Coyne, former commercial director of consumer finance company GE Capital, is joining as head of customer services for the new channel. He will control an operation within the marketing department that will handle direct viewer relationships.

But he will also work with the channel’s advertising sales team to give on-screen advertisers access to the database and a call response mechanism. C5 marketing director David Brook says C5 will be the first terrestrial channel to offer the service.

“I don’t know many marketing people who aren’t thinking about how they can integrate direct marketing with on-air brand marketing,” he says. “And this opens up some interesting opportunities down the line. We have the biggest database in the country because of our investment for retuning.”

C5 also plans to use its call-handling centre to add interactivity to some of its programming and to boost merchandising activity.

C5 will have retuned 7 million homes by the end of January. It plans to announce its programming plans on February 18.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here