TV One’s Historic Pitch
Network Enabling Affils to Mark 'Own History Month’ With VOD Fare Tied to King Memorial
by Linda Haugsted -- Multichannel News, 1/27/2008 7:00:00 PM
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CROSSING PLATFORMS
MICROSITE SET
TV One has designed local affiliate promotions to help operators embrace February not as Black History Month but as “Our History Month,” while prompting use of video-on-demand platforms.
The promotions include a tie-in with the Martin Luther King memorial project in Washington, D.C., which is trying to raise funds for a proposed monument on the capital Mall to honor the slain civil-rights leader.
TV One will provide affiliates with “Build the Dream,” a four-minute video on the proposed memorial. For every viewing of the video, TV One will make a donation to the memorial fund.
CROSSING PLATFORMS
To help promote the availability of the video, affiliates will be provided with customized cross-channel 30-second spots, programming flyers to promote the cause-related campaign and broadband clips from the video for local Web portals.
Other VOD programming for the month includes MLK: A Dream Deferred, which is an hour-long special hosted by Isaiah Washington and featuring actors Halle Berry and Regina King; and a virtual tour of the proposed memorial.
TV One has also created a “Live the Dream” essay contest for local high school students. Operators are asked to select one local high school in their service area as a partner in this promotion.
The programmer will send MLK: A Dream Deferred for classroom viewing, and will provide supplies such as TV One popcorn bowls and popcorn, pens and pencils, cling posters and a premium for every essay-contest entrant. Curriculum guides and teacher-support materials will be supplied by Cable In the Classroom via its Web site (CIConline.org) and TV One’s Web site (TVOneonline.com).
TV One will present a $500 essay contest award for the winner selected by the local school of each system. Interactive online activities, including video clips, trivia and historical quotes from February programming will be available online, along with essay contest guidelines.
This contest will run through February and March.
MICROSITE SET
The programmer has built a microsite for its Our History Month effort at www.tvoneonline.com/ourhistory. TV One has also created a “Live the Dream” essay contest for local high school students.
Operators can get other promotional tools, such as an on-hold message for call centers, featuring TV One talent touting cable phone service as well as February programming; or three original documentary specials available on DVD for community screenings.
Linear programming for the month includes episodes of TV One on One featuring Quincy Jones, Harry Belafonte, Dick Gregory and others; The John H. Johnson Story, a profile of the Ebony/Jet founder; and James Brown: The Man, The Music & The Message.
Other original fare scheduled: Lessons From Little Rock: A National Report Card and Ebony Fashion Fair: 50 Years of Style.
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