E! Entertainment Television will once again roll out the red carpet for
affiliates supporting its annual Live from the Red Carpet specials,
preceding the Sept. 21 Emmy Awards.
The "E! Emmy Extravaganza" affiliate cross-channel incentive campaign offered
"Grand Incentive Trips" for two to seven affiliates, drawn at random, to the
Emmy ceremonies in Los Angeles, including a stroll on the red carpet,
three-night hotel accommodations and spending money.
E! also gave away Bose Corp. "Wave Radios" to the 200-plus operators signing
up for its promotion.
E!'s peripheral Emmy and Academy Award live red-carpet specials are "our
Super Bowls every year," delivering the year's strongest ratings, senior vice
president of affiliate sales Brad Fox said.
Director of affiliate sales Danielle Kaplan said ad-sales participants that
have committed heavy cross-channel rotation in the week before the Emmy
telecasts include: Bright House Networks in Birmingham, Ala.; Charter Media in
Parkersburg, W. Va.; Comcast Ad Sales in 10 markets, including Philadelphia,
Atlanta, Chicago, Boston, Dallas, San Francisco and Detroit; Insight
Communications Co. Inc. in Springfield/Decatur, Ill.; Mediacom Communications
Corp. in Cedar Rapids, Iowa; and Time Warner Cable systems in Cincinnati,
Milwaukee and New York.
The top 20 interconnects are all involved in the tie-in local ad-sales
effort, Fox added.