TVKO Inc. and World Championship Wrestling have reached a
unique, one-year marketing agreement with three top MSOs in support of the wrestling
outfit's 12 pay-per-view events.
Tele-Communications Inc., Cablevision Systems Corp. and
Comcast Corp. will contribute marketing funds, along with WCW, in an effort to boost PPV
buys, said Jay Hassman, director of corporate marketing and PPV operations for WCW.
TVKO, which handles WCW's marketing efforts, will help
to facilitate the co-op plan, said Dan York, vice president and general manager for TVKO.
"It establishes a solid system marketing plan for
every system every month," York said.
The funds will pay for aggressive monthly radio, print and
spot advertising; performance incentives for participating systems; and tie-in
opportunities with local businesses.
While the parties would not say how much the MSOs and WCW
are contributing to the partnership, York said the resources are sufficient for a strong
marketing strategy for WCW events.
Robyn Remick, director of partnership marketing and PPV for
TCI, said she welcomes the ability to work with WCW on a more consistent marketing basis.
While other companies have created similar long-term plans
on a market-by-market basis, the WCW deal allows the MSO to provide a strong marketing
message for WCW throughout all of its systems, she added.
"They were willing to put the money behind it and
create a strategic plan," Remick said. "For the first time, we get to look at a
strategic marketing plan throughout the whole year, which we hope will be effective for
both TCI and for our customers."
Hassman said the company would discuss the plan with other
MSOs "over the next few weeks."