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New digital entertainment channel TLC joins forces with Bauer Media for launch campaign


By Gillian West, Social media manager

April 29, 2013 | 2 min read

New digital channel TLC has partnered with Bauer Media UK for a branded content campaign set to run across the Place Portfolio, including Radio City, Key 103, Clyde 1, Metro Radio and Wave 105, from today (Monday 29 April).

The campaign introduces Bauer listeners to TLC and promotes the channels launch on Sky, Virgin Media, BT Vision and YouView. On-air promotion will communicate the range of programming across TLC and will encourage listeners to tune in to win cash prizes and a trip to Paris. The competition will bring TLC shows to life by asking participants to listen to audio clips and answer questions related to the programme. Each stations website and Facebook page will also host conversations about the programming to drive listeners to enter the competition.

“We’re bringing the largest female entertainment brand in the world to the UK and this multi-million pound marketing campaign firmly positions TLC in the UK TV space. Our brand ambition is to ingrain TLC in pop culture and establish TLC as the leading entertainment channel brand for women in the UK,” commented Susanna Dinnage, SVP & general manager, Discovery Networks UK & Ireland.

Bauer Media, creative commercial director Steve Taylor added: “We’re confident our stations will bring the excitement of the TLC launch to our listeners. The campaign plays to the strengths of the Place Portfolio with content changing on a daily basis to convey the range of TV programmes and the on-air promotion allowing us to communicate TLC’s shows within the fabric of our editorial.”


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