Smithsonian Channel Hits Rep Trifecta
Firm To Handle Growing Network’s Advertising Sales
By Mike Reynolds -- Multichannel News, 4/17/2008 9:07:00 AM
Smithsonian Networks has retained Trifecta Entertainment & Media as its exclusive ad sales representative.
Trifecta will handle all ad sales/sponsorship opportunities for Smithsonian Channel, the high-definition service that reaches some 22.5 million households via distribution deals with DirecTV, Charter Communications, Verizon and RCN Corp.
Co-owned by Showtime and the Smithsonian Institute, the network, featuring original documentaries, short-subject explorations and programs highlighting America’s historical, cultural and scientific heritage, runs ads before and after, but not during its content. The channel’s video-on-demand elements currently do not feature advertising.
“Advertising sales is an integral part of our business strategy,” said Smithsonian Networks general manager Tom Hayden in a statement. “The Smithsonian name is one of the most respected names and best known brands in the world. Smithsonian Channel presents an excellent environment for advertisers as it continues to expand its distribution. A company with Trifecta’s experience and relationships will strengthen our position and profile in the advertising marketplace.”
Noted Trifecta partner and ad sales head Michael Daraio: “One of our core business principles is to represent highly visible, well known brands to the advertising community, so you can imagine how thrilled we are to be in business with Smithsonian Channel. The unique advertising opportunities inherent in the channel and its programming are ones that the agencies are eager to support.”
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