Mediaset to launch first temporary channel

Italian broadcasting group Mediaset has announced its first temporary channel on the terrestrial pay-TV platform Mediaset Premium.

On air from November 15th, Premium Prestige will be dedicated exclusively to movies and series set in emblematic places and exclusive environments, interpreted by the leading actors, in line with the Christmas theme

The initiative is the brainchild of Mediaset’s parent company RTI and advertising unit Digitalia ’08, with the goal of accommodating the Christmas advertising campaigns of high-end brands, both in terms of target and selected contexts.

According to Mediaset, the ad blocks will be limited to a few advertisers to guarantee everyone the best exposure in absolute consonance with the high quality of the content: there will be less than 6 per cent of advertising, individual positions outside the break and ad breaks will last no more than 120 seconds to provide maximum efficiency.

Additionally, Premium Prestige will also offer the ability to associate each brand to a film or film cycle chosen by advertisers to highlight the link with its actors or to enable the transfer of values, as well as to host content provided by advertisers themselves or made ​​ad hoc

Available at no extra charge to all Mediaset Premium subscribers, Premium Prestige will be active until January 6th 2015.

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