Channel 5 targets council flats in 3m retuning drive

Channel 5 is spending 3m helping local councils retune aerials so that people living in council blocks can watch the channel.

C5 has signed deals with 60 councils so far. A spokesman says once the work is completed an additional 500,000 homes will be able to tune in.

He adds: “At the moment people living in council blocks served by a communal aerial can’t receive C5.”

However, the move appears ironic in the light of remarks made by the station’s chief executive David Elstein at the Guardian Edinburgh International Television Festival last weekend. He said C5’s audience is “disappointingly downmarket”.

The channel offers either to direct financial assistance to the councils or to negotiate preferential deals with suppliers. It is also mailing 10,000 people to tell them their aerials have been retuned.

About 50 aerial installers and three equipment suppliers are working on the project.

Meanwhile, Elstein says C5 is to launch a line of merchandising as an additional revenue stream, instead of selling programme rights.

“We are looking beyond what happens on screen,” he says. He points out that CLT/USA, a 29 per cent shareholder in C5, is also a major shareholder in French channel M6: “M6 derives a huge proportion of its revenue from merchandising.” Programmes which could spawn spin-offs include Family Affairs and Xena: Warrior Princess.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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