Looking to extend its brand into uncharted waters, E! Networks has made its first venture into the cruise industry, signing a deal with Royal Caribbean International.
The pact, terms of which were not disclosed, calls for the programmer to create co-branded programming blocks of E! Entertainment Television and Style shows for in-cabin entertainment.
An assemblage of E! and Style fare will dock on Royal Caribbean's two onboard channels, XYtv and Venus, currently moored on 16 cruise ships. E! and Style on-air hosts will provide customized show wraps for the two-hour blocks.
E! titles such as Wild On, Search Party and Extreme Close-Up
will be featured on XYtv, while Venus will include E! series Revealed with Jules Asner
and FYE!, as well as top Style series, including Glow, Area, Fashion Emergency, Style Star
and You're Invited.
E!- and Style-branded programs are already in flight on many airlines, including Delta, Cathay Pacific, Continental, Air Canada, Swiss Air and Air New Zealand.
In addition to the programming itself, E! Networks can build exposure via show promo spots available to it on both the cruise and airline networks.
"The cruise-line industry represents a rapidly growing ancillary market for us at E!, and we're thrilled to enter into this deal with Royal Caribbean," said vice president of international sales Duccio Donati. "Just like our thriving in-flight business, we see amazing potential within the cruise industry and look forward to aggressively expanding the E! and style brands among cruise lovers worldwide."
E! Networks is currently speaking with several other cruise line companies about extending its reach in the industry, according to Donati.