Christopher Fifer, national head of program partnerships at 7RED, tells Mediaweek more on 7CIC:
7CIC is a product we are debuting with Dream Home and LG is the first brand to be partnered with it. The product will also be something we will use throughout the year across all new Seven programs.
An important thing for us is ensuring that if something is not enhancing the viewer experience, we don’t use it because it otherwise just becomes cloudy.
We are also making sure that we use it at the right time. We’ve discussed religiously as a team to make sure that it’s not just used, it’s used contextually and used at the right moment. It won’t be pop-ups that happen in pivotal moments, but will be organically used for customers to shop products they have seen used throughout the renovations on the show.