TV Guide Expands Effort


The TV Guide Channel, which will devote eight hours of coverage to this year’s Emmy Awards, has expanded its local ad sales affiliate promotion to 35 major markets, up from the 10 it was made available to last year.

Amy Bates, senior vice president of affiliate marketing at Gemstar-TV Guide International Inc., said interest in co-promotions has grown with each of the four red-carpet events the channel schedules annually: the Golden Globes in January; the Grammy Awards in February; the Academy Awards in March; and the Emmy Awards, this year in August.

Last season, affiliates reaching 10 million homes participated in the Emmy promotion. So far this year, affiliates serving 20 million homes have signed on for the local ad sales effort.

Systems will promote the Emmy pre-show, including two hours of live coverage featuring Joan and Melissa Rivers.

Affiliates are required to air tune-in promotional spots in order to qualify for incentives ranging from an iPod to a trip for two to Hollywood.

The channel has made collateral materials, including taggable advertising spots, games, sweepstakes rules and cross-channel promotion incentives, available at Systems can sign on to the promotion until Aug. 22.