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20th Television, CC Entertainment, XM
partner for major Malcolm promo

To promote the off-net syndication of its award-winning sitcom "Malcolm in the Middle," 20th Television has entered into a major relationship with Clear Channel Entertainment and XM Satellite Radio on the "Malcolm in the Middle 'With You' Sweepstakes." The promo is built around the production and distribution of a dedicated song and promo music video to differentiate the series and its five days a week run in syndication from other programs in the marketplace. "Malcolm in the Middle" made its debut into off-network syndication 9/13 M-F strip.

Susan Kantor, Twentieth Television's SVP/Marketing and Creative, tells RBR/TVBR a bit about how the deal came about: "Launching an off-net show is always challenging, particularly when the program concurrently runs in prime time. It is critical to the success of an off-net syndicated run to separate the five day a week proposition from the network run, as well as other syndicated fare in the marketplace.

Malcolm in the Middle's overall campaign theme, "TV's Funniest Show, Now Five Days in a Row" differentiates the off-network run from the prime time run. Now, we needed a breakout idea to sell that with. The idea of an original song and dedicated video came out of the realization that music is a big part of the show and important to our target audience - Adults 18-34, primarily males. Marry that with our longstanding relationship with Clear Channel and their desire to work with us to extend their event/music brand, and the promotion concept was born.

We are also delighted to be partnering with XM Satellite Radio on this expansive promotion, as they provide a new marketing avenue to reach our viewers. The station community's response to this promotion has been very positive and they are equally excited with these alliances and major promotional platform."

Under the promotion, which is anticipated to generate more than 300 million impressions representing a media value of 15.5 million, consumers will be able to enter the sweepstakes for the chance to win a myriad of prizes. The campaign target a wide array of key demos through creative music, TV, radio, online, in-theater lobby and out-of-home mobile marketing tactics via ads on a fleet of 18-wheeler trucks, all designed to effectively promote the program and the sweepstakes.

To launch the endeavor, 20th has conducted a "Battle of the Bands" among CC Entertainment's music roster, with the band Clear Static rewarded with the opportunity to record and perform "Malcolm in the Middle With You." The song is an alternative version of Steelers Wheel's 1973 hit "Stuck in the Middle With You" featuring lyrics exclusively written from Malcolm's point-of-view.

The song will be produced and incorporated into a promotional music video featuring animated graphics woven into humorous live-action clips of the sitcom. Shorter versions of the song and video will be edited into sponsorable on-air promotional Sweepstakes spots for television stations airing "Malcolm in the Middle" in off-net syndication, as well as radio station partners in the top 25 markets. Clear Static will also perform the song during scheduled concerts at major venues promoted by CC Entertainment in Boston (today at the Paradise Club opening for Everclear), New York (11/12 at Irving Plaza opening for Matthew Sweet) and LA (1/14/05 at the House of Blues opening for General Public and Dramarama). Additionally, on 1/11 Clear Static will perform live and be interviewed on XM at its studios in DC. XM will also program 60-second versions of "Malcolm in the Middle With You" on its news/talk stations.

An exclusive micro site promoting the sweepstakes will be located on radio stations' and TV affiliates' websites, and seeded throughout the Internet to enable consumers to enter a "watch and win" contest for an all-expenses paid trip for four to LA in November, where they will attend Clear Static's concert and an exclusive VIP post-concert party to meet cast members of "Malcolm in the Middle." Additional winners will receive one of 10 XM Satellite Radio Receivers with a complimentary one-year membership to the service. 30 other Sweepstakes winners will receive a collector's edition DVD boxed set of "Malcolm in the Middle's" first season while 30 other individuals will receive "Malcolm in the Middle" prize packs.

The sweepstakes promo video spots will air on in-lobby monitors housed in 500 Regal Cinemas locations throughout the country where localized six-foot standees promoting the sweepstakes and the program will also be on display. 30-second versions of the video promotion will be placed on Launch.com, as well as on such other major online destinations as AOL, Yahoo! and MSN, to name a few. In addition, an aggressive top 25-market radio promotion will complement the overall campaign.

In the outdoor arena, 20th has enlisted a fleet of 55 big-rig trucks with 19'x53' trailers that will feature localized billboards showcasing the off-net series and sweepstakes. Trucks in New York, LA and Chicago will be strategically routed through high-traffic thoroughfares during key drive-time periods M-F.

RBR observation:
This may be one of the first large-scale cooperative ventures where traditional radio and satellite radio have been used together for a major promotion, each helping the other-and syndicated television as well in the process. Lesson for the day: Radio, satellite radio and television all may be competitors, but as we move forward in this ever-complicated, changing media environment, these different media are facing more similar challenges. The sooner they can effectively learn to use each others' assets to the their advantages in a cooperative manner, the better. The above story is a prime example of why one media shouldn't always consider another as its competitor. Learn more along these lines in the January debut issue of Radio and Television Business Report. Call April McLynn here to get your free copy: 703-492-8191.


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