MTV: Music Television announced Monday that promotional tie-ins to its
upcoming Video Music Awards should deliver local ad revenues surpassing
the $4 million generated last year.
'We can say with confidence that our affiliates generate more promotional
revenues with the VMAs than with any other one-night programming event,'
MTV vice president of affiliate marketing Lori Raimondo said in a prepared
statement. 'This year's promotion is on track to deliver even more impressive
results' than a year ago, she added.
MTV is offering affiliates tie-ins to its national sweepstakes promotion, as
well as to a local sweepstakes promo targeting the top 26 markets. There will be
one national grand-prize winner and 26 local winners, each of whom will get
trips to New York to attend the VMAs event.
In addition, the network has offered affiliates customized VMAs spots
that seek to promote their cable high-speed access.
The two-hour awards special is due to air live Sept. 6 at 8