Showtime creates multi-million effort for "Huff"

Showtime Networks is pulling out all the stops to ensure viewers make an appointment to see Dr. Craig Huffstodt on the new Showtime series Huff, premiering 11/7 at 10 PM (ET/PT). The 13-episode dramatic series is the story of Dr. Craig "Huff" Huffstodt, portrayed by four-time Emmy Award-winner Hank Azaria, a family man and a successful psychiatrist who gets a wake-up call after a tragedy occurs with one of his patients. The series co-stars Paget Brewster, Anton Yelchin, Blythe Danner and Oliver Platt.

In an unprecedented move, the network will simultaneously air the premiere episode on its multiplex channels Showtime Too and Showtime Showcase.

SHO has also created a multimillion dollar advertising and marketing campaign consisting of national television, local radio, print, outdoor and the web. Its estimated that the total campaign will generate over 525 million Adult 18-49 impressions. Details:

* On the broadcast front, SHO will run advertising on the CBS Television Network as well as cable networks, including MTV, VH1, Nick at Nite, TV Land and Comedy Central. The buy also includes local radio in the top 10 markets (more detail to follow tomorrow).

* Print will appear in national publications, including Entertainment Weekly, Us Weekly, People, In Touch Weekly, Vanity Fair, Jane, InStyle, Star and more. Additionally, premiere and tune-in for Huff will run in the national TV Guide as well as TV supplements, cable trades and Hollywood trade pubs. Huff will also be supported via outdoor, which will include bus shelters, bulletins and billboards in NY and LA.

* The online buy uses banner ads, e-mail blasts and strategic partnerships with MSN Video, eBay and others. Additionally, an interactive, video-intensive website dedicated exclusively to the show is being created. It will include episode synopses, video previews, tune-in information, behind-the-scenes bonuses, downloads and message boards. Text messages reminding viewers to tune in will be sent to anyone who registers for the service online.

* SHO also joined forces with National Amusements for a sweepstakes in which the winners will receive tickets to a premiere screening of Huff. The sweepstakes will be supported on screen in theaters and on the National Amusement website. A fact about Hank Azaria will also appear on a trivia slide in National Amusement theaters.

* SHO is also working closely with its cable affiliates, including Adelphia, Charter, Comcast, Cox, Time Warner, and others, to co-promote the premiere. Tactics include Direct Response TV spots, radio spots, letter packages, interviews with Huff talent in customer newsletters, HUFF screenings, affiliate incentives and more.

* On the satellite front, DIRECTV, EchoStar's DISH Network and Voom will each offer a free preview weekend of the Showtime Unlimited package for their customers. This will make the premiere available to more than 21 million households.