New York -- Country Music Television has just begun an
on-air fall image campaign that incorporates some appointment marketing for its
video-based programming -- all under the theme, "See the Music You Want to
The five on-air promos resemble mini-sitcoms, featuring
various characters lip-synching to country hits and interspersed with quick cuts of such
country stars as George Strait, Reba McIntire, Brooks & Dunn, Wynonna, Alan Jackson
and Shania Twain.
Three of the five lighthearted CMT spots include promotion
of a specific primetime program -- Request Line, Big Ticket and Top 12
Although other music networks, such as MTV: Music
Television and VH1, have grown by promoting appointment viewing, Lloyd Werner, executive
vice president of sales and marketing at CBS Cable, conceded, "Appointment viewing is
very tough for a video network. All we want to do is mention the tag line so that people
think of us whenever they want to turn to that alternative."