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A PROMO WITH A PERSONAL TOUCH: DirecTv Inc. was on the
ball last month. The direct-broadcast satellite service teamed up with dish-equipment
manufacturer RCA and the National Football League to give all of the first-round draft
picks in the 1998 NFL Draft a free RCA DSS dish and a one-year subscription to DirecTv and
Cartoon Network and Six Flags, we understand, but Dairy Management Inc.,
the folks who gave the world, "Got Milk?" The common denominator is obviously
the target market of kids. To hype Cartoon's "Toonami" weekday-afternoon
programming block, the network and its partners are sponsoring a "Coaster 2
Coaster" contest, with 22 grand-prize winners to be flown around the country in a
charter jet for a week to ride on roller coasters in five Six Flags parks. Hopefully,
they'll drink the milk when they get off ... VH1's CHEAP TRICK: VH1
scored a coup for the launch of its third-annual "Rock Across America" summer
tour with Cheap Trick's Roseland Ballroom gig last month. The classic '70s band
played its famous song list from the Live at Budokan album, and the show garnered a
rave review in TheNew York Times. The tour continues across the country
through September. Co-sponsors include New Balance, Blockbuster, Subaru, 1-800-Collect,
the National Pork Council and Hyundai ... HITTING THE LOCAL CLUBS: MuchMusic USA
has teamed up with mint-maker Mentos to present "The 1998 Freshmaker Tour,"
showcasing local music talent in Chicago, San Francisco, Denver, Boston and Atlanta. The
top four acts from each city will appear on MuchMusic's show, Break This. The
network and Mentos are also sponsoring an on-air sweepstakes featuring an all-expense-paid
visit to the candy company's factory in Amsterdam, Netherlands ... 'RUGRATS'
Nickelodeon's Rugrats played to full houses at
Radio City Music Hall last month during their "Live Adventure" stage run, which
included a special performance for disadvantaged New York City schoolchildren, courtesy of
Time Warner Cable of New York City. The artwork of the kids who attended will be displayed
at Radio City and at Nick's headquarters ... HOT BUTTERED SOUL: Bravo has
partnered with Borders Books & Music to promote Bravo Profiles. Next up: The
Soul of STAX
, in June, featuring such influential artists as Isaac Hayes ... CANNES
The Independent Film Channel is promoting its coverage of the Cannes Film
Festival in mid-May by featuring an "alumni' film from previous fests during
each night of the French festival. IFC commentator and critic Roger Ebert will host the
channel's live coverage of the closing ceremonies May 24 ... TIMING IS EVERYTHING
A&E's Biography is running its look at Jerry Seinfeld's
life, "Master of his Domain," Monday, May 14, three days before Seinfeld's
final episode ... THE ANIMAL BUS: Animal Planet has teamed up with the American
Humane Association for a "multiyear mobile marketing tour, Animal Planet
Rescue." The centerpiece of the campaign is a customized 80-foot disaster-relief
truck equipped with a four-wheel-drive ambulance, a mobile veterinary clinic, rescue
rafts, water tanks and a portable corral. The truck will respond to animal emergencies and
appear at local cable affiliates ... SEND A MESSAGE TO MATHIS: A&E is teaming
up with Sony Music to allow fans to make live requests to Johnny Mathis via the Internet
for the A&E Live by Request Starring Johnny Mathis concert May 28.