CNX: adult animation will feature
Brands including Electronic Arts, Nike and Tango have signed up to advertise on Turner Broadcasting's new lads' channel CNX, which will go live on Sky Digital and NTL on October 18.
Turner is planning a slow build up in marketing support for the station over the coming months using below-the-line and PR activity.
Turner Entertainment Network's vice-president of advertising sales, Dee Forbes, said:"We're going to be spending the next few months building the channel organically."
A larger advertising campaign is expected to take shape in the new year, with media for the CNX brand handled by Turner's incumbent media agency MediaCom.
Turner is hoping that the channel will eventually carve itself a 0.15% share of the market, compared to sibling channel Cartoon Network's audience share of 0.6%.
Daytime schedules will feature action and adventure cartoons, including the Cartoon Network's Batman, Justice League and Dragonball Z.
Evening programming on CNX will then focus on adult entertainment - known as animé - which will include a lifestyle magazine programme at 7pm, which Turner is commissioning exclusively for the channel, followed by movies and animated programmes, such as Spawn and Outlaw Star.
In the meantime, it has emerged that Sky's new general entertainment channel for its digital TV platform will be called Sky One Mix and will show repeats from Sky One alongside some exclusive content.The new channel is expected to launch before the end of the year.