Product integration disguised as entertainment has officially crept into the bedroom: at least, those of wealthy travelers.
Charlotte Novom, of Hollywood-based Novom Marketing, and her business partners are behind Luxury Media LLC, a communications company that is targeting luxury consumers with in-room programming available only in high-end hotels and resorts. Debuting this month, the company’s signature show, “Within,” will be available in hotels, spas and resort-type properties. “Within” is a 60-minute ‘Entertainment Tonight’-style program hosted by Alan Thicke. It pushes high-end brands through integration, sponsorships, product placements, advertorials and standard 30-second commercial-type spots. Luxury Media principals see it as an easy way for luxury brands to reach luxury consumers.
Viewers are pre-qualified guests who spend $400 to $4,000 per night for their hotel rooms, and the show is accessible free of charge to both the guests and hotels. At this point, the company is making money solely from its advertisers.
The company creates and produces location-specific, customized programming for each hotel property in its network and in exchange, the hotel is required to dedicate a prominent channel to the program, displayed first in guests’ rooms when they turn on televisions. The idea is to push hotel spa packages, dinners and other amenities, in addition to high-end goods like luxury cars and expensive watches.
So far, Luxury Media is available in properties including the Four Seasons resorts in Maui and Punta Mita near Puerto Vallarta, the La Costa Resort and Spa in northern San Diego County and the Waldorf Astoria’s La Quinta Resort and Club near Palm Springs. Luxury Media expects to sign an additional 100 properties by the end of 2007.
Haute Stuff
El Segundo-based DirecTV Group Inc., the nation’s leading satellite television provider, is adding the Style Network, the lifestyle and fashion-themed channel targeting 18- to 49-year-old women.
As of last week, Style Network is part of DirecTV’s “Total Choice Plus” programming package, which offers more than 185 channels, including 67 XM satellite radio channels for $49.99 per month. With its additional carriage on DirecTV, the network will now be available to more than 50 million cable and direct broadcast satellite subscribers in the United States. The female-targeted channel is part of the L.A.-based Comcast Entertainment Group that also includes E! Entertainment Television and G4.
DirecTV has more than 15.6 million customers. Last month, News Corp. agreed to swap its approximate 39 percent controlling stake in the satellite TV broadcaster with Liberty Media Corp. in exchange for Liberty’s 16 percent stake in News Corp.
Separately, the suddenly stylin’ satellite provider is being sued by Time Warner Inc. (which last year took over Los Angeles’ Comcast and Adelphia cable franchises) over some recent ads. Time Warner Cable alleges in its suit that the satellite company falsely said several NFL Network games wouldn’t be shown in local markets. Time Warner doesn’t carry the NFL Network (the result of a long and contentious battle over channel placement), a fact that DirecTV made mention of in newspaper advertisements trying to lure cable customers to the satellite operator.
Film Costumes on Display
The Fashion Institute of Design and Merchandising Museum and Galleries in downtown Los Angeles are hosting “Art of Motion Picture Costume and Design” an exhibit focused on the last year’s cinematic costuming.
Hundreds of costumes from more than 25 movies will be showcased at the FIDM exhibit, including examples from all five films nominated for best costume design Oscars last year.
The exhibition opens Jan. 29 and runs through April 5.
Staff reporter Anne Riley-Katz can be reached at
[email protected]
or at (323) 549-5225, ext. 225.
