Astral Media creates licensing, merchandising, sponsorship division
By Adnews Staff
Toronto-based Astral Media has created a new division called Astral Media Integrated Solutions to handle licensing, merchandising, online advertising and promotional sponsorships for its English-language television networks The Movie Network, Viewers Choice and Family Channel. The division’s first licensing and merchandising deal has been between Family Channel series Zoey 101 and retail chain La Senza Girl, by which an exclusive line of Zoey 101 apparel was created. The division will also seek to develop sponsorship deals associated with The Movie Network series Movie Style, online loyalty program Movie Miles and various consumer events. “Astral Media Integrated Solutions offers clients the opportunity to reach our television networks’ well-established audiences through a combination of on-air, interactive and grassroots promotions,” said Domenic Vivolo, senior vice-president of marketing and sales at Astral Television Networks. “What we can offer partners, sponsors and advertisers is an effective means of connecting with niche markets, such as the difficult-to-reach tween demographic, with highly targeted and innovative promotional solutions. In return, these activities present a new set of opportunities for us to extend our brands, build awareness of our programming and enhance our multi-platform content offering.”