BBC AMERICA PLEDGES 1ST QUARTER EASTENDERS PROMOTION
December 4, 2002
Dear Mr Jaffee,
I wanted to get back to you regarding your letter to
Mr Lee - for which he thanks you. It's great to know
that our programming has such stalwart supporters.
Firstly let me assure you that we would not have found
EastEnders a valuable weekend slot if we did not want
to make it a success. However I'm sure you will
appreciate that in a multi-channel environment, with
viewers constantly surfing, it is important to have a
promotional strategy.
Like other channels of a similar size, ours is to
identify a small number of key shows and promote them
heavily in breaks. At the time EastEnders was moved,
our fourth quarter on-air strategy was already set.
However, I'm pleased to say that, as we promised,
EastEnders will be part of our promotional strategy
for first quarter 2003. We very much hope this will
bring new viewers to the show and help secure its
position in the schedule.
I also want to assure you that any VOD plans are
entirely separate from the channel. As it happens the
industry isn't moving towards subscription VOD as
quickly as expected so our plan to offer advance
episodes of EastEnders are on hold at the moment.
Best regards,
Jo Petherbridge - Senior Vice President Strategy &
Communications BBC America
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