Last but not least: Sixx clearly ambiguous
«Girls, do it yourselves!»—of course, that refers to the remote control. Is that clumsy or clever?
Since its launch in 2010, the German TV channel Sixx, whose entertainment program is deliberately geared towards a female audience, has set itself the goal of occupying the six button on all remote controls in Germany. As the allocation of program slots appears to be in the hands of men in principle (or due to technical barriers), a new campaign is lending weight to the demand "Sixx on the six". An emancipation of the remote control. After all, very few men are likely to want to voluntarily leave the field to a channel that was originally called "Fem-TV". Sixx is therefore calling on female viewers to take the reprogramming into their own hands and provides instructions on how to do it in various on-air commercials, e.g. "press three times and you're done".
Whether you find the slogan a success or a forced ambiguity in this context, the extensive on-air, off-air and online campaign will be a talking point in any case.
