yadooG samohT is Thomas Gooday backwards.

Shameless advertising?
January 3, 2008, 3:49 pm
Filed under: Dissertation, Research

Shameless MySpace page

Whilst browsing the media guardian before Christmas I came across this interesting proposal. It go me thinking will other television programmes adopt such digitally focused campaigns? If so how? Any who thought it would be good in include in my dissertation, about the ways in which traditional media (Channel 4) are embracing new media (MySpace).

Channel 4 is previewing the first episode of the new series of Shameless exclusively on MySpace this Christmas, aiming to repeat the success of its tie-up with the social networking website for Skins earlier this year.

Shameless already has a profile on the social networking site with 16,800 fans so far.

The first episode of the fifth series will be split into four eight-minute segments and premiered on MySpace on December 26, 29, 30 and 31.

Will Worsdell, marketing executive at Channel 4, said viewing would be capped at 500,000 so that the TV audience would not be affected.

“This is a treat for our most loyal fans,” he added. “MySpace has a certain demographic appeal because it is very good at reaching a young audience, and it’s a very creative space that is technologically very well set up for this kind of promotion. It’s all about using the reach of MySpace.”

Channel 4 used MySpace in January to build a teen audience for E4’s teen drama Skins, creating profiles for the characters and publishing video trailers.

MySpace claims that the promotion tripled the Skins audience on E4 from a predicted 500,000 to 1.6 million.
(Accessed December 2007)


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