Sony Pictures Television Networks’ first Italian free-to-air TV channel will launch on Thursday May 4th as Pop, the highly successful kids channel brand. Following SPTN’s acquisition of Neko TV (LCN 45) from Television Broadcasting System, the channel will be rebranded as Pop and launch with a slate of new and exclusive premieres.
According to Sony, Pop has a proven track record of entertaining audiences since its launch in the UK in 2003 where it has grown to become part of the UK’s number 1 commercial kids channel portfolio. Pop is a vibrant mix of fascinating stories, laugh-out-loud comedy and exciting action, brought together by unforgettable characters including Power Rangers, Transformers and Kuu Kuu Harajuku.
“Today marks a new era in our European business, as we announce the launch of Pop – SPTN’s leading kids brand and first Free-To-Air channel in the growing Italian DTT market,” commented Kate Marsh, Executive Vice President of Sony Pictures Television’s Western Europe International Networks division. “Sony’s Pop television network has been a big hit with kids elsewhere in Europe and now we’re thrilled to launch the channel in Italy, offering kids and families popular programme franchises and first-run shows such as Kuu Kuu Harajuku, Wild Kratts and The Insectibles which will be completely new for Italian Free-To-Air audiences, and exclusive to Pop.”
SPTN has appointed Viacom International Media Networks Pubblicità & Brand Solutions as the advertising sales partner for SPTN’s new Italian Free-To-Air channels, and Persidera has been awarded the contract to provide DTT capacity. The new commercial agreement with Viacom will take effect from May 4th and includes responsibility for managing the sale of SPTN’s broadcast advertising inventory, including sponsorship.
Aimed at both boys and girls, aged between six and nine years old, Pop for Italy hits TV screens next month with an exciting slate of kids entertainment. Launch titles include The Deep, Kuu Kuu Harajuku, The Insectibles and Power Rangers Ninja Steel. Pop will also be working with local production companies. The first project is with Maga Animation to create a series of short-form animation interstitials. The channel will be accompanied by a website full of interactive games, Pop’s exclusive Artpad and videos.