Magazine article Marketing

Scheduling Problems Put Riviera Launch on Hold

Magazine article Marketing

Scheduling Problems Put Riviera Launch on Hold

Article excerpt

Scheduling problems put Riviera launch on hold

The Gulf war and scheduling snags have postponed screening of Riviera, the first pan-European soap opera and a key element of Unilever's marketing strategy.

Unilever initially planned to pump $15m (7.6 [pounds] m) into Riviera -- either in the form of advertising in the breaks or direct sponsorship -- depending on local regulations (Marketing, November 29). The aim is to reach upmarket women through more cost-effective advertising, in an environment conducive to brands ranging from Flora, Persil and Timotei to Viennetta and Birds Eye MenuMaster.

But in the UK, Granada Television -- which is selling the programme everywhere except continental Europe and North America -- has not yet secured a network slot.

"It's always very difficult when you take a long-running series," says Granada head of sales, Jane Small. "It's a huge commitment and people have to see quite a lot of episodes and work out where it is going to fit in before they make a decision."

And while Granada has had "some interest" from South-east Asia and Israel, it has not yet signed up any deals. …

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