Five launches first programme-specific mobile site promoting CSI Miami

by Elizabeth Clifford-Marsh, revolutionmagazine.com 01-Jul-09, 12:01

LONDON - Five has launched its first mobile website built to promote a specific TV programme, CSI Miami.

The site, which launched to coincide with CSI Miami's season premiere, features made for mobile content including a David Caruso ringtone, wallpapers, previews and image gallery.

Developed by Kilrush, a division of Mobile Interactive Group, the site will be updates each with a synopsis of the next episode.

The mobile will be marketed with SMS messages to directed to Five's existing database, and online and on air advertising encouraging viewers to text in for site details.

This is the first time Five has integrated a mobile website into the launch of a programme, but the broadcaster in planning similar campaigns for other shows during the year.

Last month Five announced it will become the first British broadcaster to syndicate full episodes of popular TV shows for catch up viewing on third-party sites, allowing viewers to embed episodes of their favourite TV shows on their websites, social networks and blogs.

Five's digital activity has been overshadowed by rival terrestrial broadcasters but the RTL Group broadcaster is now seeking to build a following online. Since much of Five's programming is bought from the US, rights for use online have been harder to negotiate than UK broadcasters producing more of their own content.