--Channel's Viewership among Hotel Guests Said to Be Higher than that of Many Major Cable Channels
 DoNotDisturb TV--an in-hotel TV channel that features short-form programming from such broadband video Web sites as http://www.strike.tv, http://www.mydamnchannel.com and http://www.break.com, as well as UGC received through its own Web site--is being watched by over 19% of hotel guests who have access to it, according to the channel's operator, LodgeNet Interactive-subsidiary, The Hotel Networks (THN). According to THN, the viewership percentage--which is based on data gathered by THN and LodgeNet through in-room set-top box monitoring--is higher than for many popular cable channels. In addition, the company says, since the channel's test launch last summer, over 1.7 million DoNotDisturb TV "plays" have been viewed through LodgeNet's hotel interactive TV system.
THN says that it created DoNotDisturb TV after its research showed that hotel guests were interested in a short-form, easily digestible in-room entertainment experience that would allow them to see Web content and viral video campaigns that they would otherwise not have the time to find or watch. "THN is proud to bring this one-of-a-kind channel, with broad demographic appeal, to the hotel marketplace," THN president, Derek White, said in a prepared statement. "DoNotDisturb TV represents a refreshing alternative from traditional television offerings and reinforces our commitment to bring innovative custom programming solutions to hotel audiences nationwide."
 According to THN, DoNotDisturb TV is designed to showcase advertiser and hotelier messaging and branding in unique ways. For example, the company says, when an advertiser sponsors the channel, its logo is built into the on-air design of DoNotDisturb TV's linear channel, interactive TV platform and Web site. In addition, the linear channel features a lower-fourth area for additional brand messaging that prompts viewers to press "select" to be telescoped into the ITV area, which houses longer-form advertiser content offering special promotions or additional information. The channel also allows advertisers to create what THN calls "YouTube'esque" commercials to air within its regular programming line-up, and, the company says, additionally lets them "take advantage of ad mentions and product placement opportunities within Web content due to the short production turnaround of most Web programming." According to THN, the channel is Nielsen measured and reported.
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