M6 Group and Orange renew carriage deal, implement segmented advertising

RTL-owned M6 Group has agreed a new deal with Orange for segmented advertising and channel distribution.

The first part of the deal sees the pair collaborate on segmented advertising on M6 Group’s channels. The agreement will allow advertisers to combine “the power and quality of TV media” with Orange’s targeting capabilities. These data points include TV usage, household composition and geographic location.

The deal also encompasses the renewal of M6’s channels on Orange TV. The renewal covers M6 Group’s channels, associated non-linear services and enhanced features reserved for distributors’ offers such as previews and extended non-linear broadcast windows.

M6 also said that the agreement will also cover ad-free non-linear content, and 4K football including the upcoming UEFA Euro 2020 competition.

Nicolas de Tavernost, M6 Group chairman, said: “I am very happy with this agreement signed with Orange, which first and foremost underlines the attachment of Orange and its subscribers to the content of M6 Group. It also constitutes a new step in our relationship around segmented television advertising, which represents an important axis in the development of the TV media at the service of advertisers.”

Fabienne Dulac, CEO of Orange France, said: “Orange welcomes this agreement, the latest fruit of Orange’s long-standing relationship with M6 Group. Segmented advertising is an important vector of value creation for our two entities, and more relevant and better targeted recommendations for our clients. Thanks to this agreement, our subscribers will also be able to benefit from innovative and enriched features. 

“Through the alliance of the network and the Orange offer and the programs and services of M6 Group, we remain faithful to our ambition: to provide all our customers with the best digital uses.”