Canadian Broadcaster Builds Viewer Loyalty With Prize Giveaways

As cable subscriber growth stalls, CHCH is inviting TV watchers to earn rewards, including a chance to win a new car, just for tuning in.

TORONTO -- Canadian indie broadcaster CHCH has a novel way to build viewer loyalty as cable and satellite subscriber growth stalls: start giving stuff away.

The Hamilton, Ontario-based network has launched CH-CHing! as a loyalty program, where registering TV viewers earn points and rewards such as gift cards, discounts and products from CHCH's advertising partners.

One example is Parkway Nissan as it gives CH-CHing! members a chance to enter to win a 2015 Nissan Micra car.

All CHCH viewers have to do is interact with the CHCH brand on air and online by entering keywords from TV shows or watching and sharing news clips.

It's a lot more folksy and less technical than Nielsen and Bravo Media earlier this year releasing a study that measured viewer loyalty against consumer purchases.

The Canadian broadcaster prefers exchanging prizes for TV engagement.

"We've created an enduring program that's easy to participate in and that rewards viewers for what they're already doing," Chris Fuoco, CHCH's vp sales and marketing, said of the program.

Other advertisers joining the loyalty program include Holiday Valley Resort in Ellicottville, New York; The Love Shop; Barangas on the Beach; Hamilton Hyundai; and Romano's Ristorante.