A new media company is selling 10-second ad spots and closed-caption sponsorships for broadcast and cable TV.

The Los Angeles-based company, TV10s, will sell 10-second ad slots and sign brands to sponsor closed-captioning during TV programs.

John Moczulski

TV10s founder John Moczulski hopes to capitalize on the FCC’s January 2006 deadline for broadcasters to make all programming closed-caption.

“Broadcasters have been so keenly focused on conforming to the FCC’s digital requirements that many have not even begun to deal with the closed-captioning mandate,” Moczulski said in a statement. “With less than 12 months remaining, broadcasters and program producers are going to have to spend a lot of money to become compliant while seeking out creative ways to cover the expense.”

Brands would subsidize the cost of closed-captions and get three-second billboards on captions (which appear during programming and state “Closed-captioning is brought to you by”) and adjacent 10-second spots that are considered content and appear outside commercial pods.

Moczulski also is banking on the growing popularity of 10-second spots. Viewers’ unaided recall of 10-second spots is 75% as good as their recall of more expensive 30-second spots, according to TV10s.

Moczulski had been executive VP-programming and marketing for Viacom Television Group before forming media marketing firm Barking Sheep Communications in 2002.

A new media company is selling 10-second ad spots and closed-caption sponsorships for broadcast and cable TV.

The Los Angeles-based company, TV10s, will sell 10-second ad slots and sign brands to sponsor closed-captioning during TV programs.

John Moczulski

TV10s founder John Moczulski hopes to capitalize on the FCC’s January 2006 deadline for broadcasters to make all programming closed-caption.

“Broadcasters have been so keenly focused on conforming to the FCC’s digital requirements that many have not even begun to deal with the closed-captioning mandate,” Moczulski said in a statement. “With less than 12 months remaining, broadcasters and program producers are going to have to spend a lot of money to become compliant while seeking out creative ways to cover the expense.”

Brands would subsidize the cost of closed-captions and get three-second billboards on captions (which appear during programming and state “Closed-captioning is brought to you by”) and adjacent 10-second spots that are considered content and appear outside commercial pods.

Moczulski also is banking on the growing popularity of 10-second spots. Viewers’ unaided recall of 10-second spots is 75% as good as their recall of more expensive 30-second spots, according to TV10s.

Moczulski had been executive VP-programming and marketing for Viacom Television Group before forming media marketing firm Barking Sheep Communications in 2002.