TalkTalk and Bauer Media take on Netflix with new m/SIX TV programme partnership

TalkTalk is partnering with Bauer Media to create a four month cross platform campaign aimed at time poor, TV hungry audiences. The deal has been brokered by The&Partnership’s media agency m/SIX.

Designed to alleviate ‘Netflix syndrome’ – defined as a “chronic cultural condition where one is unable to make a definitive decision when presented with an abundance of options” – the partnership brings together TalkTalk TV & Bauer’s stable of entertainment brands to deliver TV recommendations.

A mix of editorial, native and tactical formats will run across TV titles TV Choice, TV Guide and the newly launched Pilot, to provide snappy recommendations for readers searching for programme inspiration.

A new branded content strand will be created with Bauer brand heat’s Big Night In across channels including print, digital and radio.

Bauer Media group commercial director Simon Kilby says: “This campaign demonstrates how Bauer creatively engages consumers through culturally relevant brands across various platforms. Working closely with commercial partners, the expertise of our editorial teams that have deep audience understanding shines through in the creation of integrated campaigns like heat’s ‘Big Night In with TalkTalk’.”

TalkTalk group marketing director David Parslow says: “We thrilled to be partnering with Bauer to bring our customers trusted TV and film recommendations to further enhance their viewing experience, marking another step forward in TalkTalk TV’s impressive offering. With more content than ever before, TalkTalk TV provides a wealth of choice and flexibility making it a compelling choice for families across the UK.”