Showtime TV launches integrated on-line connection

They came to hear about why this new media opportunity should be taken so seriously from both Showtime executives and their new on-line specialist partners, NetAdvantage.

The answer to this lies primarily in the massive growth in internet usage, estimated to reach 17.2 million users next year, linked to a steady rise in the subscriptions for Showtime, the region's largest pay TV network. According to Marc Conneely, Showtime's Vice President Advertising Sales & New Business Development, "the profile of our customers is identical to those people logging on to the net with 90% being local or Expat Arabs."

It's well documented that Showtime's growing customer base is affluent. Their own research indicates that 72% earn in excess of $3,500 per month, which in itself represents a powerful marketing opportunity via conventional advertising on their 50+ channels. But by linking this asset with their new website, Showtime have created an additional layer of communication that should excite even the most sceptical of media buyers.

Conneely said "the fact is that our subscribers are heavy on-line users. We predict that our own site will generate 1.7 million impressions per month by the year end with the vast majority of these coming from internet users in Saudi Arabia, the UAE and the Levant area."

"We are very excited about this new partnership, working with a leading brand like Showtime will be a great opportunity to combine our diversified experience in online advertising with Showtime's great brand equity", said Duri Al-Ajrami, Regional Manager for NetAdvantage.

"On air promotions for www.showtimearabia.com is keeping subscribers informed about what's on the site and encouraging repeat visits," Al Ajrami added.

The ad formats are a first too for Arab portals. The two new banner sizes (728 x 90 pixels and 160 x 600 pixels) conform to the new international standards. The multiplicity of different channels on the website aims to match any advertiser's needs in terms of profile with the ability to target users seeking entertainment, sports, news, music, documentaries and family.