A Scandinavian ski resort company is sprucing up its cabins and ski mountains by implementing an HD resort TV channel, giving marketers and advertisers of ski apparel and equipment a captive audience for digital advertising.
Sweden-based SkiStar, a company that owns and operates ski facilities in the alpine destinations in Sälen, Åre and Vemdalen in Sweden and in Hemsedal and Trysil in Norway, is airing the SkiStar/TV Sälen, TV Åre and TV Trysil 24-hour TV channels in its resorts.
Skiing is one of the biggest tourist industries in Scandinavia. Ski passes amount to 50 percent market share in Sweden, 28 percent in Norway and 34 percent in the Nordic market with alpine skiing making up the core business. SkiStar’s operations include agency activities, ski rental and ski schools. The television network was part of SkiStar’s vision to create a richer atmosphere for travelers considering European alpine skiing destinations.
The network airs live shows every day at 8 a.m., 9 a.m. and 6 p.m. Fresh weather reports, as well as ski lift and ski trail information, are mixed with entertainment, live reports, studio guests, ski films and commercials. Between live shows, the channels display graphic screens that are periodically interrupted by reports, commercials and ski films.
The TV channels’ viewer rate exceeds 70 percent of the winter visitors. In addition to the daily production that is managed in-house, there is collaboration with an established film production agency that produces the graphic profile for the vignettes and in-depth reports.
TV Sälen, TV Åre and TV Trysil were implemented by The Impact Europe Group. Each channel operates using Scala InfoChannel to create the graphic loop that broadcasts 24/7 customer programs, commercials and graphic displays. Live information is automatically downloaded through Web cameras and meteorological Web sites, as well as broadcasted via the InfoChannel Network Manager from a central location.
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