Mag Rack Launches Programming and Multi-Platform Marketing

Mag Rack's "Guitar Xpress" Video Magazine Debuts Guitar Instruction for Three Songs From the Movie, Including the Original Title Song, "School of Rock"

NEW YORK, NEW YORK – April 5, 2004 – Mag Rack, Rainbow’s first television service created exclusively for video-on-demand (VOD), today announced an extensive programming and marketing campaign to promote the value of VOD to digital cable customers. Beginning April 16, Mag Rack will cross-promote “Guitar Xpress” with the on-demand premiere of Paramount’s hit film “School of Rock” on the same day. “Guitar Xpress” is Mag Rack’s newest video magazine for guitar enthusiasts of all ages.

As part of this unique multi-platform campaign, Mag Rack will feature on “Guitar Xpress” on-demand guitar instruction for “Smoke on the Water” by Deep Purple, “Sunshine of Your Love” by Cream, plus the film’s original theme song “School of Rock.” Mag Rack will feature bonus footage from the movie and an original, behind-the-scenes tour of the Gibson Guitar factory in Nashville, which manufactured the signature, cherry red SG model featured in the movie.

“School of Rock” premiered in theaters in 2003 to great critical and popular acclaim. Jack Black was nominated for a Golden Globe award for his portrayal of pseudo-rocker Dewey Finn.

“Mag Rack is committed to providing viewers with a more branded and customized VOD experience,” says Matt Strauss, Executive Vice President and General Manager for Mag Rack. “This promotion is a perfect example of how Mag Rack is maximizing the value of VOD for our affiliates and helping to drive customers to transactional on-demand services.”

As the first of a series of local affiliate events, Mag Rack and Cablevision Systems Corporation will host a live radio broadcast at Sam Ash Music in Carle Place, New York on Long Island radio station WBAB-FM to help promote “Guitar Xpress” and the on-demand premiere of “School of Rock” to Cablevision’s iO: Interactive Optimum? digital cable customers. The grand prize giveaway at this event is a Gibson guitar signed by the film’s star, Jack Black. The event is scheduled for Friday, April 16.

More than one million iO customers across Cablevision’s service area enjoy access to more than 200 channels, including 50 premium movie channels, 45 channels of commercial-free digital music, more than 700 titles available on demand, an interactive programming guide, 14 high-definition programming services and groundbreaking interactive television applications.

“‘School of Rock’ was a big hit in theaters with adults and kids alike. The on-demand movie release is a natural fit for promoting Mag Rack’s “Guitar Xpress” to our audience of music lovers and guitar enthusiasts,” said Beth Sanford, Vice President of Marketing for Mag Rack. “We have seen the benefits from teaming with film studios on promoting new titles. Mag Rack’s deep library of content provides us with the opportunity to continue our marketing efforts in this area.”

Mag Rack will provide print, cross-channel and VOD interface promotion opportunities to all cable systems where the service is available.

Every month, “Guitar Xpress” features hours of basic guitar lessons, specific tips, and step-by-step instructions for playing popular songs. Students have the ability to pause, rewind, fast forward and replay lessons to learn at their own pace and on their own time. Interactive, printable tablatures and chord diagrams for each song will be available only on the Web at

About Mag Rack
Mag Rack is the first service designed exclusively for on-demand television, launched by Rainbow Media Holdings, LLC in 2001. Mag Rack engages enthusiasts with a wide selection of “video magazines” about subjects that are personally relevant such as “Yoga Retreat,” “Motorcycle Freedom” and “Inside Weddings.” The service offers customers special interest programming not widely found on other channels with advanced DVD-like ability to fast-forward, rewind or pause the program. Mag Rack’s value to cable operators reaches beyond excellent programming to also serve as an expert resource for marketing, branding and affiliate sales. For more information, visit

About Rainbow Media Holdings, LLC
A leader in sports, news and entertainment programming, Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE:CVC). Rainbow Media owns and manages national networks: AMC, Fuse, IFC (The Independent Film Channel) and WE: Women’s Entertainment; as well as the on-demand services: Mag Rack, Uncensored On Demand, World Picks On Demand and World Picks Networks. Rainbow Media’s other businesses include its regional programming services – MetroChannels, News 12 Networks and Rainbow Sports Networks – in addition to the Rainbow Advertising Sales Corporation and Rainbow Network Communications. Rainbow Media is also a 50 percent partner in Fox Sports Net.

Press Contacts

  • Sommer Hixson
    Mag Rack

  • Sal Cataldi
    Cataldi Public Relations