The highly anticipated launch of Bowling Center TV was announced on Monday, less than a year after the program was introduced to bowling center owners across the country.
BCTV, an initiative of Strike Ten Entertainment and the Bowling Proprietors’ Association of America in partnership with Equity Sports Partners, is a digital-out-of-home television network distributed across a significant national footprint of bowling centers in the United States.
Supported by a best-in-class team of technology partners, including Cisco and Samsung, as well as funding partner Digital Alpha, BCTV is one of the largest DOOH network deployments to date.
Bowling’s scale, combined with advancements in television content distribution, creates the backdrop for the launch of BCTV to take advantage of two of the fastest growing advertising segments today via the DOOH and CTV advertising marketplaces.
Also, the development of an industry-controlled national media platform enables bowling to create a broader sponsorship offering for brands that encompasses 365-day-a-year national media and broader marketing, promotional and on-site assets as part of one comprehensive offering.
“Bowling Center TV is set to revolutionize the way brands engage with millions of bowling enthusiasts across the United States,” said Cliff Kaplan, chairman of Equity Sports Partners. “BCTV harnesses the tremendous scale of bowling to create a platform for brands that can deliver enormous reach and measurable ROI, and in the process enhance the consumer experience of the tens of millions of visitors coming into BCTV centers.
“BCTV gives marketers a unique opportunity to connect with large, engaged, captive audiences while leveraging bowling’s on-premise environment and audience dynamics for deep brand engagement. Brands have the ability to create sponsored platforms tied to content on BCTV and create extensions to aspects of the actual bowling experience like birthday parties, 300 games, bowling leagues and daypart-driven initiatives.”
BCTV initially will run on more than 13,000 state-of-the-art Samsung flat-screen TVs, digital media players and Cisco hardware. BCTV screens will be deployed in a footprint throughout centers, designed to surround the consumer and create engagement throughout the duration of their one hour and 45-minute (average) visits. BCTV will be distributed across 1,000 bowling centers in the U.S.
“For decades, the bowling industry has yearned for a centralized communication platform that enables real-time distribution of messaging,” said STE President John Harbuck. “We are eagerly anticipating the unlocking of BCTV’s capabilities, which will benefit bowling centers, advertisers and our valued bowling customers.”
BCTV’s programming blocks will be supported by national and local ad inventory, as well as promotional inventory for customers that highlight special offers in the bowling center. The professionally produced programming will air in two to three-hour loops, designed to align with the average dwell time of center customers.
“All participating bowling centers will earn a revenue share from the network’s national advertising revenues and the opportunity to sell additional advertising inventory to local businesses, retaining 100% of local ad revenues,” noted BPAA President Kevin Krauss. “We look forward to growing the number of registered qualified bowling centers on the network, making it available to as many BPAA centers as possible.”
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