The broadcaster's Media Innovations arm has signed a deal with loyalty card specialist MiCard, which has provided Turner with the infrastructure to create a Nuts TV-branded environment called Nuts Loyalty.
The cost of the scheme, including the advertising airtime associated with promoting it, is being met by MiCard, which has also been in conversations with other broadcasters to launch its product. MiCard makes revenue through its partnerships with brands involved in its cards.
This week, Turner will promote the card to viewers through a 30-second TV ad and sponsorship bumpers positioned around Nuts TV show Cops & Dangers.
The campaign will invite viewers to phone a dedicated number to claim their card. Once inserted into the second slot of their Sky set-top box, customers will accumulate points while they watch the lads' TV channel.
Points are stored on the card's memory chip and converted into a digital voucher once a designated number of points have been earned.
The points can be redeemed online against products supplied by a number of partners, including Kitbag, Just Eat and Dixons. Viewers can also participate in competitions and win Nuts TV merchandise.
Turner, which hopes that the initiative will generate additional revenue streams and boost loyalty to the brand, will also be able to use the data fed back to it from viewers' habits.
Paul Hastings, director of MiCard, said: "We've been talking to most major broadcast groups in the UK, and a number outside, and there's considerable interest to be the second broadcaster to partner with us. A large number of them will be looking at how the Turner deal goes."
The Nuts TV card will initially only be available to owners of Sky set-top boxes, and marks the first time a third party has used the second slot in the Sky box to create a loyalty card scheme. However, MiCard is hoping to adapt the service so it becomes available to Virgin Media and BT Vision customers.
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