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Channel 9 required an entertainment portal
targeted at their market audience. The portal site
had to serve a dual purpose i.e. as an interactive medium for Channel 9 to establish a dialogue with their viewers and to introduce the market audience to Channel 9's branding prior to its launch. In addition, the portal was set up as a revenue earner
in its own right.
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Revenue streams were established through
community forums within the site that enabled the market audience to participate in near real time discussions via the portal. In the run-up to the launch, teaser ads were splashed across the major portals to pull in eyeballs,
while cross marketing and heavy above-the-line advertising carried the www
link. For now, we are working with the client on phase II of the project.
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The media blitz had the intended reaction of drawing heavy traffic towards the portal within days of launch. Site traffic remained on an upward trend once the TV station had officially launched.
Research from independent consultants indicated that site traffic had exceeded the traffic to established local TV and Radio sites. An outcome of this was advertisers approaching Channel 9 to co-brand on its portal.
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