Pulse expands television reach during COVID-19

As the world grapples with the catastrophic effects of the global pandemic popularly known as COVID- 19, one company seeing the silver lining of this looming cloud is Pulse Investments Limited.

The lifestyle, media and property company has capitalised on the lockdown caused by the coronavirus by expanding its network of television affiliates now broadcasting the company’s television titles across the Caribbean and in international markets.

Caribbean Fashion Weekly and the Caribbean Model Search are among Pulse’s key TV titles and this year’s shows are among the most exciting of the long running series. They are now pulling new audiences in the markets in which they are shown.

What’s more, with the stay-at-home protocol caused by the pandemic, the natural audience viewership has increased. Broadcast partners in the Caribbean include the CBC in Barbados, Choice Media in St Lucia; TTT in Trinidad and Tobago; ABS in Antigua; NCN in Guyana; GBTV in Belize; ZNS in The Bahamas; and IRIE JAM media in the United States.

Pulse Chairman Kingsley Cooper shared, “Pulse was born out of innovation, and its creation of international standard, Caribbean-focused programming has met the moment.” He continued by noting, “Television production has been one of the pillars of our business and during the COVID-19 crisis, we are able to seize the opportunity to expand our reach and bring great entertainment to our audiences.”

Television programming is currently covering the highly regarded Caribbean Fashionweek and the premier regional model event, the Caribbean Model Search Reality TV series, so the company is enjoying a substantial surge in interest as its media partners look to bring more region-focused programming to viewers. “We are able to provide rich content that reflects our people, their creativity and success in fashion and modelling, and the impact they are having in the global space. It is television production of the highest quality, and audiences are keen to see this kind of programming. We want to see ourselves and celebrate our accomplishments,” says Romae Gordon, co-managing director of Pulse.

As production houses reschedule shoots for the new year, Pulse has sought to increase the volume of programming being broadcast on its partner channels. Armed with an extensive television library of great fashion-, beauty- and music-centred programming, the company has been able to provide both current as well as past seasons of its TV titles to facilitate binge watching, as people have had to be sheltering in place, and, even as restrictions ease, continue to work from home.

Pulse’s broadcast partners have expressed satisfaction at the production standard of the shows and their high entertainment value. “The shows air in prime time and we look forward to receiving the new season every year,” says NCN’s Andrea Bryan.

Plans are already in place to broaden Pulse TV’s footprint. Aside from the build out of its YouTube channel PulseWorld360, more regions of the US, the UK and Europe will be added later in the year. The company expects to see its programs broadcast throughout Africa, further to agreements already executed.