G4 Gets into Awards Act - Multichannel

G4 Gets into Awards Act

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G4 wants gamers and viewers to feel the "Glow."

The video-game and lifestyle channel, which marks its first anniversary in
April, will stage "G-Phoria" July 30 in Los Angeles.

The nightlong event, two hours of which will run live on the network, will
celebrate the video-game scene through music performances, celebrity appearances
and statues for game achievements.

Network viewers will help determine "Glow Awards" winners through on-air and
Web site balloting.

"This is the next piece of our puzzle," G4 CEO Charles Hirschhorn said. "You
need a signature programming event to help drive a network's distribution."

What G4 wants is a defining franchise with enduring buzz, just like what MTV:
Music Television accomplished with its Video Music Awards.

G4 already faces an event rival in Viacom Inc.'s The New TNN, which reaches
about 86 million cable and direct-broadcast satellite homes, compared with
Comcast Corp.-controlled G4's universe of about 10 million cable households.

TNN will hold its own first-ever game-awards show this fall.

EB Games, one of G4's principal launch advertisers, will be a presenting
sponsor of the event, the venue for which has yet to be tabbed.

The video-game chain's 800 outlets are expected to promote the event, and one
of the 24 Glow categories -- the best game chosen solely by viewers -- will bear
the retailer's name.

The Glow nominations -- five in each category, selected by a panel of
video-game and entertainment trade journalists, game developers and consumer
press writers -- will be unveiled at the Electronic Entertainment Expo in
May.

Pre-event programming on G4 will start that month with a roundtable hour
special, followed by five half-hour shows during June and July. G-Phoria
development also will be covered regularly on segments of Pulse and
G4TV.com.

A highlights special is planned for August.

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