MTG TV Creative Sales Guidelines

Transcription

1 MTG TV Creative Sales Guidelines MTG Creative Sales Guidelines

2 The following information is designed for our clients and their advertising agencies. This as a means to exploit the many creative possibilities available when producing sponsorship sequences, integrations or any other set-ups for our customers at MTG TV. The majority of these guidelines apply for sponsorship. How to design more creative layouts or set-ups is something that your eminent Creative Sales contact will help you with. Sponsorship is a way for advertisers to be associated with a specific program where the link between the product /service and the program is in focus. Sponsorships are links between the program and the advertiser, with focus on the relation between these and not on the advertiser s product/service. We would like to highlight key-points that will help you understand and produce material with our Ofcomregulations in mind. Please take note of the information in order to together help each other to take advantage of the many opportunities available at MTG TV. 2

3 Content MTG Creative Sales Guidelines 2 Content 3 MTG CREATIVE TV Sponsorship exposure 4-5 Opportunities within sponsorship 6-7 Other regulations 8 Approval procedure 9 Delivery of logo/product packaging program-trailers 10 Viewer competitions 11 AFP/Branded content 12 Difference between Product Placement and Branded content 12 Regulations AFP/Branded content 13 MirriAd 14 MTG Production 15 Contact 16 3

4 MTG TV MTG TV is licensed in London, England. Every channel in our portfolio is therefore governed under the English Ofcom regulations. Ofcom has its own regulations when it comes to sponsorship. The specific rules can be found at: If you want additional explanations see: Sponsorship Exposure Billboard in/out: Is the sequence before and after the program that shows the viewer a particular product or company as a presenter of the program. This could be formed as bellow: The program is sponsored by <Advetiser/product> and then a possible payoff or a different formulation that links the sponsor to the program. See the "Opportunities in Sponsorship" for more information. Duration: 5-15 sec (before / after program) Breakbumper: Is the sequence that is directly linked to the first few seconds before and after the programs commercial break. The breakbumper is usually a shortened version of the billboard. Duration: 5-10 seconds (before / after each advertising break) Trailertails and logo in trailing: The sponsor is usually offered the opportunity to be exposed in the self-promotion for the program specific program they are sponsoring. This is could be done in trailers. In a 15-second trailer, the sponsor has the opportunity to expose their logo in the final seconds of the trailer. In a 30-second trailer the sponsor can add 5 seconds at the end, in a so-called trailer- tail, in which they can show their product in moving material or with logo / product packaging. Exposure of logo: 1-2 sec duration. Exposure of tail: 5 sec duration. Channel Sponsorship: An advertiser can for a period of time sponsor an entire channel. They can do this with graphical blips, filmed sequences and idents. In other words, the sponsor may appear when the channel is identified. Duration 2-15 sec. 4

5 Commercial Bug: Advertisers are able to be exposed during a program; with a logo in a so called Commercial Bug. This product counts as advertising and not sponsorship. Duration: 10 sec. Sponsor Message during program time: Advertisers may during a program insert a text-box with a sponsorship-message. No payoff is permitted. Eg: Ensam Mamma is presented by (logo) Duration: about 2-3 sec. 5

6 Opportunities within sponsorship You may use the advertiser / product payoff visually and verbally, as long as the message is not interpreted as an advertising message. Words like " new flavor" cheap "greatest ", etc. cannot be used. However, you can sometimes get the customer's main message includes by putting the product description as the sender of the sponsored message. Example: "The program is sponsored by the new flavor strawberry from Candy Company. " This is okay as opposed to "The program is sponsored by the Candy Company - now with new flavor. " The clearer the link is to the program, the more descriptive the payoff can be. Check with your contact at MTG TV before forming your sponsorship message. You may refer to webb-addresses, text-tv, telephone numbers, as long as it is secondary. The reference may only lead to the advertiser's / product's own page or business. It may not be a direct urgency for purchase. Therefore you cannot have a textbox "Read more at " The sponsorship may not contain any direct recommendation to buy or rent a sponsors products or services. It may contain specific descriptions of the product as long as it becomes secondary. The sponsorship must therefore not go into details about the product, the competitive advantages it has, or price of goods / services. If the advertiser s commercial spot campaign is planned to air during the same period as the sponsorshipcampaign, and want to use clips from the current commercial spot for producing material for the sponsorship sequence, it is important to include a clear sponsorship message in text during the whole sponsorship sequence. This is to make a distinct difference between sponsorships and commercials. A sponsor may not influence the content or scheduling of a program. Sponsorship-messages Each sponsored sequence, regardless of the type and length must contain a sponsored message. Examples of SPECIFIC / PROGRAM SPONSORSHIP: "Lyxfällan is sponsored by..." "Lyxfällan presents / is presented in collaboration with..." "Lyxfällan in collaboration with..." Examples of RBS /SESONAL/ PERIOD SPONSORSHIP: "The program presents / presented in collaboration with..." "Tonights entertainment in association with..." "Tonight / This morning's program is presented by.." 6

7 CHANNEL SPONSORSHIP: In channel sponsorship you can formulate your sponsor message differently. As a sponsor you can integrate greater into the channel's own graphic design and identity. Examples: "TV3 and <advertiser> love fashion" "TV3 and <advertiser> loves summer" "<advertiser> Is a proud sponsor of TV6" "The launch of TV10 is presented by <advertiser>" Logo in trailing Logo in trailing may have text in itself if it is part of the logo, as long as the text does not contain any advertising message. A Logo in trailing is always framed by MTG TV which says "Proud Sponsor" MTG TV WEB The same rules apply for MTG TV WEB, as for television. 7

8 Other Rules Programs that can t be sponsored Local, national and international- news. Advertisers that can t sponsor Political parties / organizations, for example Greenpeace and Amnesty International Any kinds of tobacco companies (Even though it is not a tobacco product they sponsor with) Pharmaceutical companies with prescription products (non-prescription medicines are allowed) Restrictions Beer and wine-sponsors are allowed to air and sponsor programs from 19:00. Hard liquor- sponsros are allowed to air and sponsor programs 21:00. (Note that these rules only apply for TV3 and TV6. These restrictions are not applied on TV8 and TV10) Specific product restrictions can be applied on your product and will receive a restriction. These restrictions could be: NAK - Not around kids. The sponsor is not allowed to sponsor programs that targets children. NA16 - Not around 16. The sponsor is not allowed to sponsor programs that targets an audience under 16 years. - TV3 06:30 to 09:00 and in programs such as Simpsons, Family Guy and children's programs - TV6 06:30 to 09:30 and in programs such as Simpsons, Family Guy and children's programs NA18 - Not around 18. The sponsor is not allowed to sponsor programs that targets an audience under 18 years. TV3 06:30 to 09:00 and in programs such as Simpsons, Family Guy and children's programs TV6 06:30 to 09:30 and in programs such as Simpsons, Family Guy and children's programs HFSS - High in Fat, Salt and Sugar: Products such as candy, soda, chips, pizza, etc. gets a NA16 restriction. Bingo - NA16 Betting and Gaming - Na18 In betting, gaming or bingo sponsor sequences have to include age and conditions and reference to or NOTE: Please talk to your MTG contact for more information about the restrictions. 8

9 Approval Procedure MTG TV has the following approval procedure: For programsponsorhip contact: For rbs-sponsorship contact: 1) Storyboard shall be sent for approval. (It is important that you inform your contact if you have sent a storyboard. The storyboard should contain the visual and creative story plus all the vocal lines and potential text, as well as information that can be shown in a potential pack shot). 2 ) MTG TV approves the storyboard (unless it is not conflicting with the Ofcom regulations). If it does not get approved, we will return to you with a recommendation on how it may change to be approved. Expect about three days for approval. If changes are needed after recommendations from us, a new approval is required before starting producing material. Movie clips that can be played in VLC or Quick Time to show the basics are appreciated. 3) Send a file with your visual proposal for a final approval before the material is mastered. 4) The final material will then need to be uploaded on at least 5 days before the campaign starts. Send the generated film code to your planner contact at MTG TV. Sponsored channel-graphics needs to be uploaded 10 days prior to the campaign start. For technical specification go to NOTE: It is important that your planner contact is informed if your material for any reason would be delayed. Film codes and booking needs to be sent to the respective planner: RBS / SPECIFIC / Range sponsorship: sanna.cederholm@mtgmedia.se PROGRAM / FORMAT-sponsorship: beatrice.johansson@mtgmedia.se PLAY sponsorship: online@mtgtv.se 5) Ofcom is an independent regulator, there is room to interpret the rules differently and MTG TV disclaims any liability in the event that Ofcom makes a judgment that differs from MTG TVs assessment. MTG TV does not bear the cost of changes to the materials after any received complaints from Ofcom. Changes due to complaints from Ofcom may occur once the campaign is airing. Ofcom has the probability to make a different interpretation than the channels in question. If the finished material is different from the original approved storyboard, and not meeting the requirements of Ofcom's regulations, MTG TV has the right to reject the material until the necessary adjustments have been made. 9

10 Delivery of logo/product packaging on program-trailers Logo / Product packaging/animated logo shall be sent to pernilla.undsjo@mtgtv.se in the following format: EPS format, isolated, via (pernilla.undsjo@mtgtv.se) Logo / product packaging shall be as big as possible, but still not bigger than 1024 pix wide x 576 pix tall. Make sure that the logo is not cut. Resolution 72 pix ( pix/cm) Color mode: RGB. Animated logo shall be delivered via FTP or on CD/DVD to Pernilla Undsjö. Video levels should not exceed 100% in brightness and 75% chroma. Expect 3 weeks for the processing of the logo to the trailer. If your logo has been delivered incorrectly, we cannot guarantee that it will be completed / air in time. Delivery of the tail in program trailers: The 5 second movie shall be sent to pernilla.undsjo@mtgtv.se via sprend or a similar site, or on a CD in the following format: QuickTime 1024x576px H264 compressor or better. 10

11 Viewer Competitions Commercial competitions: Things to consider: The commercial spot can have the same look as an advertising spot, but must also contain the following information: - VO must tell how to complete the competition. (Visit tv3.se, dial-in / or SMS etc ) - The graphics must provide information about how long period of time the competition is in progress, - Show the age limit that applies. - Reference to rules concerning the completion (website or text TV page) Example: The competition runs 19/5-29/5, 2012 Age 18 years For more info This text must be clear and readable. - If it is a "call -in contest " graphics must show what the call costs + any extra charges connected to the call. Also what time of day telephones are up and running/ closed. Example: The contest runs from at: 06:00 5/19 - noon. 23:39 29/5, 2010 Age 18 years For more info call costs x.xx SEK and traffic charges. Delivery of material is done via Adtoox, as an ordinary commercial spot. (S1 Code) Technical specifications are found on Editorial competitions: If a competition spot is placed and linked to a program during editorial time, the main focus of the competition will be on the program and not the product. Therefore, the competition questions should be related to the program. The advertiser may include their logo / pack shot for 5 seconds. The same rules apply on editorial competitions as for sponsorship. See the section "Opportunities in sponsorship." Delivery of material is done via Adtoox, as a standard trailer. (S5 code) Technical specifications are found via Duration: 15 seconds 11

12 AFP/Branded Content AFP (Advertiser founded programming), has been around for ages, and has largely been pursued in the United States. AFP brings together brands and program content. This means that a company or organization is involved and invests in a television production or film. Branded content is about finding synergies between a brand's core value, products and services benefit - and merge it with program content. This type of collaboration allows a positive link between the program and the brand, and there's good chance to communicate the image of the brand and drive trends. TV channels, production companies and organizations are working closely together in this type of projects. A business or an organization has the opportunity to both co-finance or fully invest in a television production. This means that advertisers can both be part of an existing program that is consistent with their brand 's core values, or with a TV channel to develop an entirely new program format. Difference betweend Product Placement and Branded content There are different ways to expose brands in an editorial environment. "Product placement" is one way. "Product placement" means that a brand is exposed in an environment, without explaining the function or highlighting utility areas. The product is placed in a context where the product receives natural exposure, but without deeper integration. The difference between "Product placement" and "Branded content" is just that the brand is more established and integrated in Branded content. The brand is integrated into the script. "Branded content" can also mean communication of a brand's core values, where the product is not necessarily exposed. Each collaboration is tailored together with the advertiser. 12

13 Rules AFP/Branded content Television Product placement is allowed in movies, series, sports, and entertainment programs. We can t product place products as tobacco, drugs that require a prescription, alcohol, HFSS * products, gaming and betting, infant formulas. Web-TV (programs produced exclusively for Online) Product placement of alcohol, HFSS, games and betting and milk are allowed in the programs produced exclusively for web-tv. Products such as tobacco, prescription drugs, weapons and so on is not allowed to be product placed in these programs. * These regulations may change. Ofcom is discussing whether the rules should differ between web and television. Programs containing product placement must be signaled by a (P), before, after and between commercial breaks. Product placed products must be editorially justified. Product placed products must not include advertising purposes. Product placed products must not be unduly favored. A sponsor can also product place their product. If you have questions regarding this, please contact rebecca.madani@mtgmedia.se 13

14 MirriAd With MirriAd you have the opportunity to place physical products and your own outdoor advertising in our own produced programs. This is done digitally after the program has been recorded. We will help you customize the integration so it is suitable and relevant and will also select the scenes and environments that fits the brand and your product best. You have the option to see and approve your integration before the program airs on TV. The time and exposure is distributed throughout the series and based on the number of seconds that you have purchased. The regulations for MirriAd are the same as for Branded Content. See the "Guidelines AFP / Branded content " Want to invest in outdoor advertising? If you have existing outdoor material do not hesitate to submit it. If this is not available, submit the elements you want to include in your outdoor advertising and we will create it for you. For best results please send the actual physical products to us and then your logo as an eps file. For more information contact heidi.peltonen@mtgmedia.se 14

15 MTG Production MTG Creative has since autumn 2011 an in-house production company that helps our clients with their production of both commercials and other types of sponsored films in both TV and Radio. This means billboards, breakbumpers, viewing competitions, channel graphics, commercial bugs, trailer tails etc. The advantage working with Creative Productions is the closer dialogue. The customer no longer needs to communicate with several parties and still gets both the media space and production. Our producers and directors have extensive experience in the film industry. With our expertise and full transparency in the Ofcom, Radio and Television regulations we always deliver the best possible suggestions for customers in order to achieve the best exposure within the limits of what we can do. In this way we become time efficient and affordable. Pricelist: The following list is divided into different types of sponsored films. Prices are not exact. They are obviously set after breif and dialogue with the customer. SEK Cut in existing material Recreating, simple graphics, simple music and VO, upload SEK - Filming new material Easier filmed recording, VO, simpler music, uploading SEK- Filming new material advanced More advanced filmed recording. Example track-shots with rails or crane, actors with dialogue, VO, custom-made music, upload SEK - Animated movie. Animation, VO, graphics, music, uploading 15

16 Contact If any questions you are welcome to contact any of us on XX XX or XX XX MTG Creative Sales TV: Anna Simmingsköld Head of MTG Creative Sales tel: Rebecca Madani Project Manager tel: Heidi Peltonen Project Manager tel: Madeleine Larsson Key Account Manager tel: Fredrik Asp Key Account Manager tel: Ida Klockare Gullesjö Key Account Manager tel: Shamon Tainer Branded Content Sales Manager tel: Johan Holmberg Sports Account Manager tel: Beatrice Johansson Planner tel: Sanna Cederholm Planner tel: Malin Tikkakoski Branded Content Sales Manager tel: on maternity leave Joel Edström Account Manager tel: 2373 leave of absence MTG Creative Production: Pernilla Undsjö Production Manager tel: Martin Edlund - Motion Graphics Designer tel: martin.edlund@mtgtv.se Oscar Ekström - Sounds Designer tel: oscar.ekstrom@mtgtv.se 16