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RANI LONG
MTV Network is offering marketing materials to support cable operator's broadband services campaigns.
AT&T Broadband is using MTVN's material in a retention-and-acquisition campaign in major markets, including Denver, Seattle, Pittsburgh and St. Louis.
MTVN is the first programmer AT&T Broadband has worked with on a high-speed access initiative.
In addition to providing exclusive content for AT&T's homepage, MTVN will be involved in the MSO's high-speed access campaign during the holidays.
The "VH1Music Fast" campaign spotlights features on VH1.com that would be enhanced with the speed of a cable modem, such as streaming media. As an incentive to new or existing AT&T Broadband customers, MTVN will provide a trip giveaway to the next VH1 Divas concert.
Other materials MTVN is making available as part of its "Fat Pipe" campaign are graphics from MTV Networks' Web sites, bill inserts, direct-mail postcards, customizable cross-channel spots, print ads and posters.
"Moving into this year's fourth quarter, the use of our materials has really started to take off," says Susan Keith, VP-affiliate marketing and broadband development for MTV Networks. "We knew we have the right brands, the right tools, the right ability to reach the target audiences to help operators achieve this new goal in what's a very competitive marketplace. Some operators are ready to take their high-speed access retention-and-acquisition campaigns to the next level, meaning actually having content on their home pages."
"It is too early to tell what results will be for our affiliates getting new subscribers, because these campaigns are just being rolled out," Keith adds.
The "Fat Pipe" campaign also will boost brand awareness for MTVN's own products, including its suite of digital networks and Web sites.
FLASH FROM EXCITE Excite released Enliven for Flash to the online advertising indus-try, enhancing banner ad interactivity. This tool allows animation and scalability, as well as interactivity, while keeping file sizes small. This results in high-impact, low-bandwidth ads. Consumers can print materials such as coupons or product literature from within the banner ad or display additional information via a pop-up window without leaving the ad.
NCC TEAMS UP WITH ADWARE Spot cable representative National Cable Communications has announced a partnership with AdWare systems to introduce the first adXML-based transmission of national spot cable contracts directly into an offline media-buying system. This is supposed to simplify the spot cable buying process for both agencies and cable systems.
TURNER'S IRISH SWEEPSTAKES Turner Network Sales and Cartoon Network are offering local affiliates a chance to win a trip to Ireland as a promotion for the new cartoon series Sheep in the Big City. To qualify to win the "Sheepstakes," participants must watch a preview video, call a toll-free number and answer a series of questions based on the episode. The grand prize winner will be notified Nov. 17.
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