TCM, HBO Link on Affiliate Marketing
By Jim Forkan -- Multichannel News, 2/12/2002 11:17:00 AM
For the first time, Home Box Office and Turner Classic Movies are joining forces on an affiliate-marketing campaign keyed to TCM's upcoming '31 Days of Oscar' programming stunt.
In the first affiliate push pairing HBO with another AOL Time Warner Inc. company, this joint 40-market promotion is designed to generate awareness and ratings for TCM's 31 Days of Oscar during March, as well as to drive 'HBO/Max Pak' premium-cable subscriptions for HBO and its sister Cinemax service.
This year, TCM will feature 339 movies previously honored with Academy Awards or nominations.
Consumers who sign up as digital-cable customers during this promotion will get free or discounted viewing of HBO and Cinemax for 31 days.
Participating cable operators will support the effort with direct mail, customizable cross-channel promotion spots and print ad slicks, as well as a trivia-contest component for radio stations.
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