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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The Association of Cable Communicators headed
west from Washington, D.C., to Denver as its 2009 Forum and Beacon Awards ceremony became
part of Cable Connections-Fall festivities.
HBO Sports senior vice president Mark Taffet discusses the PPV performance prospects for the Sept. 19 Floyd Mayweather Jr.-Juan Manuel Marquez boxing event as well as the network's PPV fight schedule for the rest of the year during a recent interview with Multichannel News.
