Cable Operators

Showtime for Britney

3/02/2004 2:33 AM Eastern

Showtime viewers will have every opportunity to get up close and personal with pop singer Britney Spears when the premium network televises her March 28 concert in high-definition.

The show -- airing at 9 p.m. (EST/PST) from American Airlines Arena in Miami as part of Spears’ 2004 world tour -- will be presented in the 1080i (interlaced) format. The performance will also mark the network’s first live-event telecast in Dolby Digital Surround Sound 5.1.

On the promotional front, Showtime hopes to lure more people into the premium tent via a $25-gift-card offer from FYE (For Your Entertainment) music stores.

Showtime will provide new subscribers who sign up for service before the show with the gift cards, which can be used at the retail outlets or online (www.fye.com). FYE will tout the Spears show with various in-store materials, including posters, counter cards, shelf talkers and listening/viewing stations.

The concert and FYE-gift-card tie will be trumpeted through national cable ads, national and local radio spots, cross-channel avails, direct-mail efforts and other tactics.

To drive tune-in, Showtime has also developed a national sweepstakes that will afford one grand-prize winner front-row tickets and travel accommodations to Miami.

September