Nets Use Fall Sweeps to Build Brands

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A number of cable networks are using fall sweepstakes to
help drive viewership and reinforce their brand positioning. And today's prizes are
definitely not one-size-fits-all.

Cartoon Network said late last month that it has teamed up
with Hasbro Inc. for the fifth year to sponsor the "Toy Dump" sweepstakes, which
will award one lucky viewer 1,000 toys and games. The prize will be delivered from a
Cartoon-branded dump truck onto the winner's front lawn on Thanksgiving Day in a live
telecast.

On-air promotions starting last week provide Cartoon fans
with details on how to enter the contest either by mail or through the company's Web
site.

MTV: Music Television viewers will also be able to use the
Web to register for a chance to win a once-in-a-millenium prize: a trip for two on the MTV
"Fly 2K" party plane. The winners will share a plane with musical groups The Goo
Goo Dolls and 98 Degrees as they fly to Cairo, Egypt; Rome; Paris; and London, before
returning to New York for a New Year's Eve party in Times Square.

MTV plans to reveal details of the contest during its
Monday, Nov. 29, episode of Total Request Live.

In a sweepstakes that runs through Nov. 28, The History
Channel plans to promote its two-hour millennium special, The Times Capsule, by
offering a chance to win a trip for two to London. The contest requests that viewers
complete the phrase, "I knew I was experiencing history in the making when
…"

Select responses will be featured on the network's Web
site, as well as the on-air special. Entry forms are available at Boston Chicken Inc.
Boston Market restaurants.

In a promotion that runs through Nov. 28, Travel Channel is
giving away 50,000 frequent-flyer miles to three viewers every day. The network displays a
daily code on-air, which is needed to enter the contest on Travel's Web site.

Bravo is showcasing its "Bravo on Broadway"
programming lineup with a sweepstakes awarding viewers a free weekend in New York,
including tickets to a Broadway show. Cablevision Systems Corp. and local retailer The Wiz
are promoting the contest in New York, where winners get face time with Broadway stars.

Romance Classics' "Jane Austen Powers"
promotion, designed to drive viewers to the network's Jane Austen dramas, started
last week. Its first prize is a trip for two to London.

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