Courtroom Television Network this summer will put its signature series,
Forensic Files, on stage -- as in a staged, multiplatform marketing
push.
The legal network will roll out the co-branded initiatives -- involving
scores of movie theaters, cross-channel spots and online -- in phases from July
through September, with its top-rated series the common thread through all of
them.
In July, Court TV will offer the "Forensics Files Clean Getaway
Sweepstakes," followed in August by the "Forensics Week" programming stunt and
in September by the "Forensics Sweepstakes" during Labor Day weekend.
The first and last are theater-anchored promotions, in which moviegoers will
be directed to play an online game for prizes.
More than 1,000 systems have been pitched on the summer-long promotions, and
all of the major MSOs are expected to be represented in all or some of the
promotions, according to vice president of national accounts and affiliate
marketing Ellen Schned.
These efforts -- which Schned said will be the network's "most aggressive" in
terms of marketing support and affiliate participation -- will link an
acquisition campaign that promotes either high-speed access, video-on-demand,
digital cable or basic video service.
As of last week, more than 250systems -- including some owned by
Comcast Corp., Time Warner Cable, Cox Communications Inc., Bright House
Networks, Adelphia Communications Corp., Cablevision Systems Corp., Insight
Communications Co. Inc. and Mediacom Communications Corp. -- had signed to
participate in the various Forensics Files summer promotions, Schned
said.
There will be a major local ad-sales component to the September sweeps
promotion, she added.
