Tactics include online, print and one-of-a-kind multi-market radio initiative that provides real-life P.A.s in return for on-air time
New York, NY – August 10, 2006 – fuse, the nation's only viewer-influenced, music television network, is embarking on an extensive and somewhat offbeat multi-media marketing campaign to support the launch of its new original series, The P.A., a home-grown reality series featuring real-life production assistant Josh Taub and his buddy Dave Murden. The show, which chronicles the trials and tribulations of the lowest man on the music television totem pole, marks the first original reality series in the network's history.
Today's announcement comes on the heels of a number of significant programming developments led by Catherine Mullen, who was named General Manager of the network seven months ago, including the development of the network's original programming schedule; the expansion of content across multiple media platforms including fuse On Demand, fuse Online and fuse Mobile; the creation of a domestic and international program development team; and the launch of the popular, dancing music show Pants-Off, Dance-Off.
The P.A. gives viewers a behind the scenes look at the music television network through the eyes of real-life production assistant Josh Taub and his buddy Dave Murden. To make the most of the storyline, fuse is extending this narrative with a month-long radio promotion, where the network will pay for and place real-life P.A.s in leading stations in major markets across the country to stimulate on-air banter, buzz and promotion for the new series. The network is also supporting the series with promotions with leading young-centric brands including Teen People, f.y.e. – for your entertainment, Yahoo! and YouTube, as well as its digital platforms fuseMobile, fuse On Demand and its website, fuse.tv. The six-part, half hour series premieres August 15th at 10:30 PM EST.
"The P.A. gives viewers a mockumentary-style look at what it's like to work at fuse, and confirms our network's commitment to original music-related programming," stated Catherine Mullen, EVP and General Manager of fuse. "We're constantly looking for fresh ways to bring our shows to life and thought it would be fun to re-create the P.A.'s experience at some of our viewer's favorite radio stations."
Following are the details of the promotional campaign:
- A Novel Twist On Radio Promotion: During a four-week time period beginning August 15, fuse is providing production assistants to radio stations in top markets throughout the country including Albuquerque, Atlanta, Austin, Boston, Charlotte, Cincinnati, Cleveland, Columbus, Kansas City, Los Angeles, Minneapolis, New York, Orlando, San Francisco and Tampa. Depending on the station, the assistants will provide support to either the General Manager, DJs, or Producers. In exchange for supplying the staffer, fuse receives both live and produced on-air spots, from August 17-21, promoting the series;
- Teen People, f.y.e. – for your entertainment, Yahoo!, YouTube Pushes: 75,000 tune-in postcards signed by show star Josh have been distributed to Teen People's mailing list of young, savvy tastemakers around the country. These cards, featuring Josh alongside actor Jared Leto who appears in the premiere episode, will also be distributed on-site at various f.y.e – for your entertainment stores around the country. A one-page ad promoting the series was included in Teen People's final issue, which hit newsstands on August 4th. fuse has also secured presence on Yahoo! with banner ads on several of their pages including the entertainment, games, music and television without pity homepages. A quick-time file featuring a snippet of The P.A. will also be available on Yahoo! as well as on youtube.com;
- Multi-Platform Support: The P.A. will also launch as part of a multi-platform campaign that will include exclusive content on-air, on fuseMobile, online at fuse.tv and at fuse OnDemand. At fuseMobile, viewers will have the opportunity to access three-minute mobi-sodes that will include sketches, bloopers and outtakes from the series. Viewers will also have the ability to receive text messages about the premiere and access show-specific ring tones on their handheld wireless devices. Online at fuse.tv, viewers will be able to access wallpapers, host blogs, episode guides, "best of" moments and more bloopers and outtakes. On fuse OnDemand, viewers will be able to access special behind-the-scenes footage, music video clips and sketches.
The P.A. chronicles the activities of real-life production assistant Josh Taub. The series is filmed by Josh's buddy Dave Murden, who is also a main character in the series and a co-creator. The show is shot in "mockumentary" style to present an inspired parody of real-life at the popular music network from the lowest man on the totem pole perspective. It stars fuse staffers and visiting performers including actor Jared Leto, actress Jodie Sweetin, actor Jamie Kennedy, and musicians All American Rejects, Yellowcard and The Bloodhound Gang. The show is shot on location at fuse studios in New York City.
fuse is the nation's only viewer-influenced, music television network, featuring music videos, exclusive artist interviews, live concerts, series and specials. fuse reflects the rapidly changing interests and attitudes of its 12-34 year-old audience by uniting the media platforms at the center of their communication and entertainment – TV, Web, mobile technologies and interactive gaming and by incorporating their opinions and suggestions into the network's on-air and online programming. More information about fuse is available at www.fuse.tv.
About Rainbow Media Holdings LLC
Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media creates and manages some of the country's most compelling and dynamic entertainment brands including popular national and regional television channels AMC, fuse, The Independent Film Channel (IFC), WE tv, and two FSN affiliated regional sports networks managed by Rainbow Sports Networks. The company also manages Mag Rack and sportskool, two original on-demand networks; VOOM HD Networks, the largest and most diverse suite of high definition channels available anywhere; IFC Entertainment, its film distribution, production and exhibition division; Rainbow Advertising Sales Corporation, its advertising sales division; and Rainbow Network Communications, its full service network programming origination and distribution company.