Coke, GM, Reebok Go Hip-Hop


Clear Channel Entertainment Properties announced the founding partners for its hip-hop video-on-demand service.

The Coca-Cola Co., General Motors Corp. and Reebok Ltd. are backing DoD, which debuted as a free-on-demand service on Comcast Corp.’s Comcast On Demand tier Friday.

Clear Channel said the three partners’ brands will be featured in sponsored programming, VJ-personality-segment integration, program-presentation credits and branded-program listings.

Coke, GM and Reebok will also be featured in cross-promotional DoD marketing vehicles such as cross-channel television spots; radio, print and online advertising; direct marketing; and exclusive launch events and screenings.

DoD will feature fresh content with themes that change monthly hosted by their own VJ personalities, including fare such as mix tapes and video-mix shows; music and sports celebrity-driven documentary series; local market content; short and feature-length films; "old-school" classics; fashion and comedy specials; DoD video personals; and exclusive Reebok-produced content.

“We've brought together the esteemed brands of Coca-Cola, General Motors and Reebok with the first-ever on-demand television channel targeting the influential, multicultural and lucrative hip-hop audience," Clear Channel Entertainment Properties president Bruce Eskowitz said in a prepared statement. "DoD has figured out how to embed brands in an authentic manner into urban-lifestyle programming and culture.”

DoD CEO Will Griffin added, “Until now, there has been a void in hip-hop and urban television programming that speaks to fans in a real way. We've focused on partnerships with brands that have a clear history of respect and support for hip-hop culture and that share our desire to grow the presence of the hip-hop culture on television.”