The ezine is named after the in which the soap is based and will also highlight other ITV programmes. It will be produced on a template by dubz.tv.
Barnaby Hobbs, managing director of dubz.tv, said: "Whereas most CRM programmes are developed to increase incremental spend, broadcast centric ones are designed to increase viewing figures across a range of other programmes."
After the launch of the first edition only those on the database who have flagged an interest in soaps will be sent the ezine. The Weatherfield Gazette is just one element of an ongoing programme of email-based CRM activity that is planned for the broadcaster.
Hobbs said: "The email environment is ideal to develop CRM strategies for broadcasters. The ability to garner personal information and TV viewing habits enables an inexpensive way to gain behavioural insight into customers. Once this has been achieved it is possible to segment the markets and email relevant information that can foster additional TV viewing."
_1.jpg)
.jpg)
