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The Warsaw Voice » Business » February 27, 2015
Media
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Media in brief
February 27, 2015   
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No Place Like Home
Westwing Home & Living, an online retailer that sells furniture and homeware to customers worldwide, has launched an advertising campaign on Polish television. The campaign went on the air Feb. 16 under the slogan W domu najpiÍkniej (No Place Like Home) to highlight the role furniture and home accessories play in every home, the place where people spend most of their free time. The key message of the company’s 30-second commercial is that interiors, like clothes, define our style and reflect our personality, so that people cannot afford to compromise as they decorate their homes.

The commercial will be aired until March 29 on Poland’s largest private television channels (TVN and Polsat) and selected specialty channels. The campaign is accompanied by online advertisements and PR activities.

Previously aired in Italy, the Westwing commercial has been tailored to the Polish market by the Y&R advertising agency. The MediaVest media house, part of the Starcom MediaVest Group, has taken care of media planning and buying.

New TV Channel for Poles Abroad
Polish private broadcaster TVN launched a new television channel targeted at Poles living abroad in early February. The channel, called iTVN Extra, chiefly features entertainment and newscasts, including business news.

According to Christian Anting, strategy director at TVN and head of the company’s digital and e-commerce department, iTVN Extra reflects TVN’s commitment to increasing its presence in the digital media. “We also want to strengthen [TVN’s] image as the channel of the first choice for the Polish community abroad,” Anting said. In addition to entertainment and news, iTVN Extra airs a wide range of Polish lifestyle shows and programs on travel, history, international cuisine, modern architecture and interior design. There is also a variety of documentaries on various cultures and groundbreaking points in history, in addition to features on extraordinary people, places and events. iTVN Extra also tells viewers unusual stories of ordinary people and focuses on scientific discoveries. In order to encourage Polish expats to speak Polish in their homes, iTVN Extra offers some of Poland’s best animated films and shows for children.

Animal Planet Becomes Discovery Life
The Polish-language version of the Animal Planet specialty channel, which is owned by Discovery Communications, the world’s largest pay-TV broadcaster, has rebranded to Discovery Life.

The makeover has been conducted by Discovery Networks Central & Eastern Europe, Middle East & Africa (CEEMEA), a division of Discovery Communications. Poland is the first market outside the United States where Discovery Life has gone on the air.

The channel’s new name and logo come with new visuals and an expanded programming package. Discovery Life shows and time slots have been tailored to the tastes of Polish audiences. Along with documentaries on wildlife and animals, new programming features lifestyle content, including cooking shows, in addition to feature films and television series. Discovery Life is available on almost all cable and satellite digital television networks in Poland, reaching 55.5 percent of households throughout the country.

To the surprise of some viewers, Discovery Life replaced only the standard-definition version of Animal Planet, while the Animal Planet HD channel is still available via cable systems across Poland with different programming.
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