Court TV Digs Up Support for Forensics
By Jim Forkan -- Multichannel News, 11/28/2001 12:19:00 PM
Courtroom Television Network announced Wednesday that it will support its upcoming 'Forensics Week' programming and online event with separate consumer and advertising-trade marketing campaigns.
Court TV has signed pharmaceutical marketer GlaxoSmithKline to an exclusive sponsorship of the themed week.
The campaign will target consumers in 11 major markets with radio spots, in-theater ads on 760 movie screens, cross-channel promo spots in select cable markets and a Web site tie-in.
Due Dec. 10 through 14, the themed programming will include five new episodes of the network's primetime series, Forensics Files, and a pair of new documentary specials.
The network will also target ad-agency media buyers with electronic mailings, as well as online and radio ads.
The e-mail copy will state, 'Court TV wants to pay you $500 not to watch [The] West Wing,' as it promotes a trivia contest in which buyers can win $500 by watching Forensic Files Dec. 13 and answering a related question the next day.
The online buys will include Ad Age Online and ad columnist Stuart Elliott's e-mail column from TheNew YorkTimes.
For five nights, Court TV will run back-to-back episodes of Forensic Files between 9 p.m. and 10 p.m., pairing reruns of its signature show with new installments.
In addition, the network will air documentaries Trail of Evil: Andrew Cunanan, about designer Gianni Versace's killer, Dec. 10 at 10 p.m., as part of its Mugshots series; and The Firestarter Dec. 12 as part of another skein, The System.
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