In an attempt to diversify pay-per-view programming and to
bring in new viewers, Spring Communications will distribute an April 10 PPV event
featuring popular psychic Sylvia Browne.
The event, which will retail for $14.95, will feature
Browne performing live readings and lectures, as well as providing her first predictions
for the new millennium, said John Rubey, president of Spring.
Browne has appeared on various talk shows including The
Montel Williams Show and Sally (SallyJessy Raphael). Also, her current
book, Adventures of a Psychic, is a New York Times best seller, Rubey added.
Spring is hoping that the event will draw an audience
beyond the traditional male, event-oriented PPV viewer, although Rubey would not predict
how well the event will perform.
"If our constituents are happy and if the viewers feel
that they saw a good show, then I would consider the event a success," Rubey said.
"My goal is building PPV subscribers for the future."
Spring is providing operators with print, radio and on-air
spots for the event, he said. Also, Spring will offer a national promotion that will
include direct marketing and retail support from Hay House Inc., which published
Browne's book.
And Spring will provide local talk-radio promotions and
spots on Montel Williams and on Browne's Web site (www.sylvia.org).
The Adventures of a Psychic event is one of about 15
niche shows that Spring hopes to bring to PPV in 1999.
The company's next big event is a May 21 reunion
concert by 1970s hard-rock band Bad Company, Rubey said.
While such events don't generate the revenue or
buy-rates of a major boxing or wrestling event, Rubey added, they do help PPV to diversify
its program offerings, as well as to provide incremental revenue to operators.
"We're not rich, but the numbers at the end of
the day show that we're doing well with niche PPV product," Rubey said.
"And as the new digital environment brings more PPV channels, there will be even more
opportunities for us and operators to maximize the PPV business."
