DMX Readies Special to Back Concert


To help promote the Aug. 5 Rolling Rock Town Fair pay-per-view event, digital-music service DMX Music will produce and air an exclusive, two-hour concert-related special, and will also develop features on a number of its performers.

DMX, in partnership with PPV distributor In Demand, will feature music and interviews with Town Fair acts Red Hot Chili Peppers, Marcy Playground, Fuel and Moby, said DMX Music senior vice president of music programming and residential marketing Christy Noel.

The special will air several times over the two weeks prior to the concert.

The program-which will also feature exclusive artist profiles and unique programming for DMX Music customers-will run on the DMX Listening Room channel's DMX Backstage program, Noel said. That channel will also run spots for the concert, which retails for a suggested $19.95.

"With our Rolling Rock Town Fair special, we not only deliver exclusive and exciting programming to our residential subscribers, but we also provide cable operators with a powerful promotional tool that will help to drive sales of the PPV concert," Noel said.

The special is the music service's first PPV-based marketing tie-in. However, the company is open to working with In Demand and other PPV music-event distributors in the future, Noel said.

"PPV concerts really haven't performed as well as the industry has expected, but PPV remains a viable revenue tool for the cable operators," Noel said. "Producing this special demonstrates DMX Music's commitment to being a marketing partner to assist cable operators in generating higher digital sales and PPV revenues."