LONDON — A former MTV topper thinks he’s finally found a way to stop younger, marriageable women from canceling their cable and satellite TV subscriptions.
His secret weapon: what he claims is the world’s first wedding web.
“Women are usually the people who pay the bills at the end of the month,” said Marc Conneely, CEO of Wedding TV. “For a long time, I’ve noticed they’re the ones in the household who make the decision to churn.
“Wedding TV is aimed at 18- to 34-year-old females, and I am confident the channel could play an important role in keeping them on board as subscribers.”
Wedding TV bowed in the U.K. on BSkyB in December, airing fare such as NBC hit “Race to the Altar.” It announced on Wednesday — Valentine’s Day — that it’s about to launch in Poland, Romania and Russia.
“It’s early days for Wedding TV,” said Conneely, who spent eight years in charge of channel distribution at MTV Networks Europe, “but we’d love to take the channel into other territories, including the U.S.”
If that sounds a tad ambitious, the web has attracted blue-chip advertisers like Unilever, L’Oreal and 20th Century Fox in the U.K.
The initiative is backed by $38 million in investment coin, and the goal is to exploit the billions of dollars spent each year on weddings.
In Blighty alone, the wedding industry is reckoned to be worth $10.7 billion.
Sounds like a marriage made in heaven.