DirecTV, Fox Team Up For Exclusive Promo

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In keeping with its pursuit of exclusive pay-per-view marketing and programming agreements, DirecTV Inc. has teamed up with 20th Century Fox to create a three-month-long PPV-movie sweepstakes that offers a college scholarship as its grand prize.

The promotion, around Fox's June Anywhere But Here PPV title, allows DirecTV subscribers who purchase the movie to enter a sweepstakes that will run through Aug. 31, vice president of acquisition and upgrade marketing Maggie McDermott said.

For more information about the contest, customers can also access DirecTV's Web site (www.directv.com) .

The grand-prize winner will receive a $10,000 scholarship to be used toward college tuition, McDermott added. The drawing will take place in early October.

The company is supporting the deal with a variety of marketing tactics, including cross-channel spots, print advertising, billstuffers and a promotional banner on DirecTV's Web site.

While McDermott wouldn't reveal how many incremental buys DirecTV expects to generate from the promotion, she did say it certainly provides added value for the title.

"We feel that the added exposure we're providing for the title through the campaign is important, as well as the family-values message the movie represents," she added.

Along with the promotion, DirecTV will continue to offer free, exclusive PPV concerts to its subscribers.

The direct-broadcast satellite service has already offered three concerts as part of its "freeview" series, featuring an eclectic mix of performers-Yes, Barry Manilow and Paul McCartney. On June 30, the network will offer Peter Frampton as part of the series, McDermott said.

DirecTV also continues to exclusively carry the National Football League and Major League Baseball out-of-market sports packages.

"We will continue with our strategy, and we feel that it provides a very distinct and strong differentiation between DirecTV and its competitors," McDermott said.

"We really like to position ourselves with promotions that are exclusive to DirecTV, and the programming suppliers have stepped up to the plate with concepts that can work within our philosophy," she added.

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