E! stitching up tailored deals


Underlining the dramatic shifts in the international TV business, E! Networks is preparing to announce at MIPCOM global TV market in Cannes that it now is selling its programming for the first time in tailored content packages that span multiple platforms under the banner E! Everywhere.

Programming packages on offer from E! Networks at next week's market for buyers will include such new-media considerations as broadband and mobile, E! Networks senior vp international Kevin MacLellan said Monday.

Customers have been inquiring about the additional rights, which led to the concept of a standard marketing deal based on multiple platforms. "We have rebranded the entire booth at MIPCOM with the message that E! is now available everywhere -- it's no longer about saying to the buyer, 'You can buy this particular program from E!' but rather that this is what's available for multiple platforms in each market."

"There's been a confusing message from program providers because they often don't know what rights are available in individual territories," he added.

E! was in a solid position to start marketing its programming on a multiplatform basis, MacLellan said, because it produces and owns more than 90% of its programming. He added that E! recently expanded its new-media division internationally as part of the initiative.

He noted that E! has a rapidly growing list of new-media partners, including iTunes (broadband); Sprint, Cingular, Orange, Vodaphone, Starhub and T-Mobile (wireless); Sirius and XM Satellite (satellite radio); and Comcast and Cox (VOD).