Sport Italia is a terrestrial free to air channel in Italy dedicated to sport and reaching 17 million homes, and is the latest channel to add an Extreme branded programme block to its schedule.
The long-term deal comprises 150 hours of sports and adventure programming; split into 100 hours of pure extreme sports, with 50 hours of lifestyle and adventure. The block will start transmitting in March 2005, initially in the 1pm to 2pm and 5.30pm to 6.30pm timeslots, on a daily basis from Monday to Friday.
Extreme Entertainment, the distribution arm of the Extreme Group, has secured a number of ‘branded blocks’ of programming on behalf of its sister company, The Extreme Sports Channel, either with mainstream channels where the strategy is to establish a branded weekly slot, or with dedicated sports channels who want to use the Extreme brand more regularly to attract and retain the elusive youth demographic.
Other branded blocks have been placed with channels in the Middle East, India, Spain and Africa, and a number of other deals are expected to be announced shortly.
