Archant partners with ‘The Gadget Show’ for new content creation strategy
Archant has announced a multi-platform partnership with Channel 5 and North One Television to develop ‘The Gadget Show’ brand in the publishing space ahead of its 25th series which airs Friday March 10 at 7pm.
The strategic partnership will run across three series of ‘The Gadget Show’ (Spring 2017, Autumn 2017 and Spring 2018) with bespoke print content branded under ‘The Gadget Show’ banner.
The deal follows the return of new-look The Gadget Show, with actor and comedian Craig Charles and tech-journalist Georgie Barret joining John Bentley and Ortis Deley to present the series from a new studio based in Birmingham, recorded just ahead of transmission for topicality.
Through Archant’s content marketing agency, Dialogue, the partnership will see the release of an official ‘The Gadget Show Guide’ during each series. The content of the 156-page guide will be closely aligned with the TV show content, including unique access to The Gadget Show hosts (Craig Charles, Jon Bentley, Ortis Deley and Georgie Barrat) and long-form reads. It will also explore how science is changing our world, the hottest buyers’ guides, the latest household gadgets and make bold predictions for what’s coming next. The Gadget Show Guide will be available nationally via stores such as WHSmith, Tesco and Sainsbury’s from March 8.
The Gadget Show Guide will be edited by former Metro technology editor and regular contributor to WIRED, James Day. Other contributors include the TV show’s team, technology journalists across the UK and content creators from Dialogue.
Archant will also create a ‘pop-up’ free magazine to be distributed the day before The Gadget Show TV programme is broadcast to support the first episode. The content will be of shorter-form with quicker reads and snippets, in comparison to the newstrade magazine. It will aim to drive sales of the full magazine by teasing content and to entice viewers to the TV show that week. The sample issue will also be available online. Dialogue creates custom content for a range of clients including Rolls-Royce Motor Cars, Harley-Davidson Owners Group, Porsche Club GB, Jeep and Aga.
Throughout the year, tech content from each magazine will be promoted across the Archant portfolio online, in print and on social media, branded under ‘The Gadget Show’.
Archant will also produce, manage and run a series of regional live events in Autumn 2017 and Spring 2018 on behalf of The Gadget Show as Archant continues to invest in live events. The media owner currently runs over 100 live events per year.
Jeff Henry, CEO, Archant said: “As consumers’ trust in brands continues to be challenged, creating authentic and relevant content is more important than ever when engaging audiences. Our knowledge and understanding of specialist interest communities allows us to work with partners such as Channel 5 and North One Television to develop innovative content strategies. This partnership demonstrates how to develop a fresh approach to one of the most established trusted brands in its field.”
Neil Duncanson, CEO, North One Television, said: “With the re-launch of the series and a completely new format, we were very keen to explore how we could further expand the brand into the publishing space. In Archant we have found not only a hugely enthusiastic partner, but one with genuine experience, knowledge and creativity in this challenging and rapidly changing world.
Melissa Goodwin, Head of Commercial Development, Channel 5, said: “We look forward to working closely with Archant and North One to grow The Gadget Show brand and provide enhanced content and deeper engagement opportunities for our loyal audience.”