TV

WE tv launches ad-focused “Watch W/In”

An initiative by U.S. net WE tv aims to improve commercial viewing and social media presence by asking audiences to tune in to popular shows within a three-day viewing window. (Pictured: Tamar & Vince)
November 17, 2014

An initiative by U.S. net WE tv aims to improve commercial viewing and social media presence by asking audiences to tune in to the channel’s most popular shows within a three-day viewing window.

The network states that the effort – entitled “Watch W/In” – is meant “to promote immediate social conversations around WE tv programming and also deliver commercial viewing within the three-day ratings window important to advertisers.”

Viewers are incentivized to tune in live, watch on demand or record shows on DVRs within three days – and to stay tuned throughout advertisements between segments – by the chance to win weekly prizes and one grand prize drawing.

“Watch W/In” will kick off this week with Thursday’s episode of Tamar & Vince (pictured). During the show’s commercial breaks, a code word will be featured during a WE tv spot and viewers can enter the word online at wetv.com for a chance to win a Tamar & Vince prize pack.

The initiative is the network’s most recent push to further audience engagement – a campaign that  began in March with the after-show format “WatchIt With,” which invites viewers to re-watch shows with the stars, who provide a running commentary as they also watch the episode.

“We know many viewers today want to time shift their favorite shows and watch on their own timetables, but promoting urgent viewing within three days is meaningful for the network and our advertisers,” said Marc Juris, WE tv’s president, in a statement.

“‘Watch W/In’ is a fun and innovative effort to encourage viewers to watch our most popular shows within three days, which is significant both for our advertisers and for promoting the kind of communal and conversational experience consistent with our new brand,” he continued. “Whenever possible, we want people watching and talking about our shows in a variety of ways as they happen, and ‘Watch W/In’ serves this important brand-building goal.”

About The Author
Daniele Alcinii is a news reporter at realscreen, the leading international publisher of non-fiction film and television industry news and content. He joins the rs team with journalism experience following a stint out west with Sun Media in Edmonton's Capital Region, and communications work in Melbourne, Australia and Toronto. You can follow him on Twitter at @danielealcinii.

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