Rather than set up two cable channels competing for the same market, French TV networks TF1 and M6 have decided to join forces and launch TF6, aimed at young adults, in December.
Scrapping plans to undertake separate ventures, the two rivals have set aside $20 million for the new channel, which is set for broadcast on the TPS satellite and cable network, of which both TP1 and M6 are part owners.
TF1, when trying to win M6 over, also hinted that the two could also work together in other areas, such as home-shopping stations.
The news caught agency Louis XIV unawares. It had been chosen to cover the ads for the channel TF1 had been preparing before the new deal with M6. However, it is now unsure of its brief, given the new arrangements.
News source: Advertising Age – International Daily