CRM on TV

Australian television mega-broadcaster Network TEN recently appointed the Sydney office of global loyalty marketing agency ICLP to assist in developing a customer relationship management strategy and to provide implementation support as part of its digital marketing plans.

The first stage of ICLP’s work for TEN involve the launch of the “Seriously Ten” website and specialty websites for “Australian Idol” and the Oz version of “Big Brother.” (Which, as of this writing, features some quite arresting clips from a program called “Search for the Next Doll.”)

Future plans call for ICLP to “support TEN’s customer identity management objectives by delivering high-end database marketing services including, analytics, segmentation, marcomms planning, and execution of digital communications to drive advertising revenue for TEN.”

Network TEN is one of Australia’s three national commercial television broadcasters, with stations in each of the country’s five mainland capital cities. The Network TEN programming catalog includes “Rove Live,” “Big Brother,” “Australian Idol,” Neighbours,” “Thank God You’re Here,” “House,” “The Simpsons,” “Medium,” “Supernatural,” and “Law & Order.”

Network TEN began broadcasting in Melbourne in 1964. Today, Network TEN is listed on the Australian Stock Exchange and employs approximately 1,000.