The initiative will be backed up by a series of inspirational DVDs with information on groups labelled: "Yummie Mummies", or women with children under five; "Wise Guys", consisting of early-adopting males in their 20s; and "Flourishing Fifties", or couples over fifty whose children no longer live with them.
The first TV Bites DVDs will be introduced by leading industry figures, including: Marie Oldham, strategy director at Media Planning Group; Ivan Pollard, partner at Naked Communications; and Tess Alps, chairman of PHD Group UK and incoming Thinkbox chief executive.
Thinkbox has committed a £100,000-a-DVD investment to the development of TV Bites, which will be distributed directly to marketers and agencies through 2006 and beyond. TV Bites will feature new and specially commissioned content focus group footage, programming snippets, advertising content and research data.
Andy Barnes, sales director at Channel 4 and Thinkbox chairman, said: "The TV Bites series has been commissioned to help advertisers get more out of TV, by providing new insights into how to connect with them through television.
"TV Bites will tease out the nuances of viewing behaviour for some of the toughest to reach consumer groups, presenting challenging commentary and ideas from our expert commentators to accompany our focus group findings."
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