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Seven’s new datacasting channel TV4: ‘not designed to be a ratings winner’

Seven has moved into datacasting through a content deal with branded content firm Brand New Media.

The new channel – called TV4 – will run on digital station 74 and will air brands’ YouTube channel videos plus other content brands want to reach consumers interested in lifestyle, finances, community, education and shopping.

“It’s important to point out that this is not an entertainment channel – it’s a consumer channel,” said Brand New Media CEO Perry Smith.  “You watch it to buy something or find out information. It’s not designed to be a ratings winner.”

The service will be available on digital channel 74 in the five major metropolitan markets – Sydney, Melbourne, Brisbane, Adelaide and Perth. According to Seven, TV4 has the potential to reach 15.8m people in 5.8m homes.

The deal follows a similar initiative between Brand New Media and Seven’s regional TV partner Prime Media that went live six weeks ago.

Seven’s chief sales and digital officer, Kurt Burnette, said: “As Australia’s leading broadcast TV platform, we are committed to taking the lead in innovation and are delighted to be in partnership with Brand New Media on this new datacasting service. Seven continues to focus on providing our advertising partners with new ways to engage with our audiences and TV4 on Channel 74 represents a significant new development for our clients and our audiences.”

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