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Keshet won the lottery - with an unprecedented marketing content deal in the heart of Prime Time - Walla! Brenze

2021-09-29T19:30:34.645Z


The highlight of the Tukash deal with Mifal Hapayis, valued at more than NIS 5 million, included the expropriation of Keshet Screen for an entire evening in favor of a "special" broadcast presented by Erez Tal and News 12 journalist Adva Dadon, as well as a massive promotion of several months on the Mako website. "The event meets all the rules"


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Keshet won the lottery - with an unprecedented marketing content deal in the heart of Prime Time

The highlight of the Tukash deal with Mifal Hapayis, valued at more than NIS 5 million, included the expropriation of Keshet Screen for an entire evening in favor of a "special" broadcast presented by Erez Tal and News 12 journalist Adva Dadon, as well as a massive promotion of several months on the Mako website. "The event meets all the rules"

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  • Lottery

David Wertheim

Monday, 27 September 2021, 09:50 Updated: 11:52

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The broadcaster also received prominence and promotional items on news and current affairs programs throughout the day. For example, Mifal Hapayis CEO Bnei Dreyfus was interviewed at the "Five with Rafi Reshef" studio. And later on "Six Nations," Adva Dadon broke into the broadcast for the broadcast

One of the largest marketing content deals that was here last night (Sunday) accompanied the broadcast schedule of the most powerful and popular channel in Israel - that of Keshet 12. This is a deal in which Mifal Hapayis paid an estimated NIS 5.5 million through a source to the advertising agency . Assuming the amount is correct, this is one of the largest deals in the history of the local media market.



The deal included a contest that aired last night (Sunday) during all prime time hours under the "Heroes of the Year" 2021 branding that won dozens of promos on a rainbow screen at all hours of the day and in recent days. .



In addition, the transaction also included the involvement of News 12, which is located under the arch activity but should by law and according to the regulations of the second Authority be found in separation program spectrum: the transmitter journalistic approach company Adva Dadon, alongside Erez Tal.



In addition, the broadcaster also received prominence and promotional items in news and current affairs programs throughout the day.

For example, Mifal HaPais CEO Bnei Dreyfus was interviewed at the "Five with Rafi Reshef" studio.

More on Walla!

Rainbow and Network's Millions Industry: How much will you pay for an interview with a news reporter?

To the full article

The presenters.

Erez Tal and Adva Dadon (Photo: screenshot, Keshet 12)

A few weeks ago they were unveiled at Walla! Brenze The sums paid by sponsors for sponsored conferences broadcast on a rainbow and network screen, which has become a thriving industry that goes beyond the limits of the other authority. So far the issue has not reached such a large-scale broadcast during prime time.



In this context, it should be noted that the timing of the broadcast is not accidental. The holiday season is considered a shortage of viewers, and the channels do everything in their power to broadcast discounted content, reruns or local productions that on days as their correction would be considered a "screen waste". Just three days ago, it was broadcast on the eve of the broadcasts in favor of the "big stand-up evening" - which was in fact a fundraising evening in collaboration with the "Wings of Krembo" association.



At the Lottery, through his spokesman Rani Rahav, they chose not to comment.



Arc delivered:


Keshet and Mifal Hapayis together, for many months, have created a unique television event that puts the third sector on the map, provides a central platform for social action and brings to the center of public discourse the various associations operating in Israel.


This project meets all the required rules.

The collaboration began several months ago with Mako (Photo: screenshot, screenshot)

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Source: walla

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