Trio Buys Fox Time in Philly

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In an unusual promotional stunt, Trio purchased a 90-minute block on a Fox affiliate in Philadelphia to showcase its original programming.

The Vivendi Universal arts network -- which isn't carried locally by the region's dominant cable operator, Comcast Corp. -- will program WTXF-TV from 1:30 p.m. to 3 p.m. Dec. 14.

Network specials such as Brilliant, but Cancelled and Perfect Pitch will air commercial-free.

Trio hopes the unique move will help to draw the attention of both consumers and Comcast executives to the network.

Universal Emerging Networks vice president of marketing Jason Klarman wouldn't say how much the network is paying the station, but he did say the time buy and accompanying marketing campaign will cost the network "well under $500,000."

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