TV Guide Spearheads Stuart Little Promotion

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Using all of its branded media properties, TV Guide Inc. will team up with Columbia TriStar to develop a strategic marketing partnership to promote the pay-per-view launch of the studio's Stuart Little title.

The extensive promotional partnership includes a paid media schedule on TV Guide Channel by Columbia TriStar, plus on-air, online and print promotional support, TV Guide Channel senior vice president and general manager Madeleine Forrer said.

Promotional spots appearing on TV Guide video services TV Guide Channel, Sneak Prevue and The Barker will include a "Recommended by TV Guide Family Finds" tag, she added.

In addition to its extensive promotional support, TV Guide Channel is featuring Stuart Little in its Family Finds, TV Focus, Movie Profile and TV Close Up original-programming segments. About 80 percent of TV Guide Channel's original programming is dedicated to promoting cable programming.

The promotion is the most extensive PPV-movie-related effort for TV Guide, although Forrer would not reveal the campaign's cost to the company. She did say that the company has participation from more than 500 systems.

"We have gone above and beyond the normal cost of business, but the response from affiliates has been overwhelmingly positive, so we couldn't be happier," Forrer said.

"Family-content guidance is a priority across all of our platforms, so Stuart Little was already at the top of our editorial list for PPV guidance in June," she added. "This partnership is a natural fit."

For Columbia TriStar, the TV Guide partnership provides more awareness for the successful movie, which generated more than $138 million at the box office.

"We particularly enjoyed the opportunity of working with a cable entity to promote a film that is available via cable television," Columbia TriStar vice president of sales and marketing Cheryl Koll said. "The TV Guide platform provided the appropriate venues to elevate the awareness of Stuart Little."

TV Guide is providing cross-platform content support promoting the PPV premiere, including features in the PPV and listings sections of TV Guide Online (www.tvguide.com) and TV Guide Interactive.

In addition, TV Guide Online and TV Guide magazine are running regional ads, Forrer said.

As the industry continues to increase PPV offerings through digital cable, Forrer added, TV Guide would look for other studio marketing partnerships in the near future. "This is an exciting first and, hopefully, it will be the first of many," she said.

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