2008 Beacon Awards Winners: Programming Publicity
by Staff -- Multichannel News, 4/6/2008 8:00:00 PM
Cable System 1
High School Football on Demand
Time Warner Cable – National
Lincoln, NE
In rural Nebraska, high school football is often the pinnacle of the week in many of the small towns served by Time Warner Cable. So last fall, the company set out to cover key gridiron match ups, including the marching band and cheer squads, bring more publicity to its local on demand channel and increase the value of digital cable service. They also trained student production specialists at each game who helped shoot video. The coverage paid off as customers saw small town teams play on television for the first time ever and views of the Nebraska on Demand channel more than doubled.
Cable System 3
Tune in to Local on Demand!
Time Warner Cable
Columbus, OH
In 2007, Time Warner Cable Mid-Ohio Division set out to increase the number of views on its Local On Demand Channel 1111 by 100% over the previous year. It created a cross-departmental committee led by Public Affairs to develop and implement strategies to increase views by securing and producing compelling content, and then maximizing use of company and partner resources to publicize and promote the programming. Through a focused and sustained year-long campaign that generated significant media coverage and community goodwill by offering a platform to showcase local places, people and events, it is on track to end the year exceeding its goal by more than doubling the previous year’s programming views.
MSO
YOU On Demand
Bright House Networks
Orlando, FL
YOU On Demand is Bright House Networks’ way of responding to the escalating popularity of user generated content. By using technology, such as On Demand content, and partnering with both news channels — Bay News 9 and Central Florida News 13, the company has been able to interact with customers throughout both communities. The overall awareness campaign was built to generate media coverage locally and trade press and led to more than a dozen hits locally in print, television and radio. Ongoing publicity over a six-month period has resulted in nearly 300,000 views and 300 videos posted on YOU On Demand.
Cable Network 1
LIFESKOOL’S “Most Outrageous Bird” Contest
LifeSkool/Sportskool
New York, NY
Everyone loves animals, especially animals with quirky, fun talents. That’s why when LIFESKOOL began promoting original series “The Pet Shop with Marc Morrone,” programming dedicated to teaching children and parents about pet care and training, it launched a publicity campaign dubbed “America’s Most Outrageous Bird Contest,” encouraging pet owners to submit video of their favorite flyer’s extraordinary talents.
Cable Network 2 - TIE
Mad Men
AMC
New York, NY
As AMC enters the realm of original scripted series and movies, AMC’s MAD MEN publicity campaign was positioned to communicate to TV viewers the network’s mission to showcase entertainment with enduring, iconic value that has a cinematic distinctiveness and can stand side-by-side with the classic films shown on AMC. This is evidenced by the overwhelming positive response from viewers and critical acclaim from the media. The PR campaign which highlighted Mad Men’s recreation of the advertising heyday in 1960 created a dialogue about sexual harassment in the workplace, the roles of men and women, the power of advertising and whether or not they still exist.
Cable Network 2 - TIE
DIY Network’s Blog Cabin
Scripps Networks
Knoxville, TN
Would you let your neighbor decide what color your living room should be? How about what your fireplace or countertops are made of? With DIY Network’s Blog Cabin, the whole world was invited to weigh-in on elements of a fabulous log cabin nestled in the foothills of the Great Smoky Mountains. To achieve audiences on multiple platforms, the press, marketing, on-air and online teams worked in unison to utilize traditional and innovative communications vehicles. The results exceeded expectations and led to Blog Cabin being renewed for a second season in ’08.
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