New York, NY – July 19, 2001 – Rainbow Media’s MuchMusic USA, the nation’s only viewer-driven all music network, has teamed up with TIDAL 4, a convergence production company and creators of “Class Dismissed,” to present this unique on-air and online concert event that combines an exclusive performance by recording artist Alanis Morissette, with a first-ever interactive video contest. Starting July 25th and culminating in a one-hour broadcast special this November, Class Dismissed is part of MuchMusic USA’s launch of original interactive programming and exemplifies the network’s mission of creating innovative, multi-platform content.
“MuchMusic USA continues to break new ground in interactive television programming with Class Dismissed. We are thrilled to have Alanis Morissette as our featured performer as she represents a forward thinking artist that understands the importance of using technology as a conduit to intimately reach her fans,” said Nora Ryan, acting general manager, MuchMusic USA and SVP of business strategy for Rainbow Media. “This programming event supports our goal of using technology to involve our viewers in the network and connect them directly to the music.”
“We are very excited about creating a fully integrated music show with MuchMusic USA in which viewers and fans can participate intimately in the outcome,” said Beth Broday, TIDAL 4 partner and show director.
The Class Dismissed event consists of a national contest in which one viewer will win a personal visit and live performance by the artist at his/her high school. Fans will use MuchMusic USA’s online Videolator technology to enter the contest by creating their own video for the artist’s hit single “Ironic” off the Jagged Little Pill album.
The national contest will run from July 25th to August 17th where MuchMusic USA viewers will create and submit the videos online. Forty videos will then be selected and posted online for visitors to vote on 25 semi finalists through August 22nd. MuchMusic USA will then select the top ten finalists and request a short video explaining why they are an Alanis Morissette fan and show the ten viewer-made videos on air. The grand-prize winner will be selected in September and kept a secret until Alanis arrives at their school for the performance. Class Dismissed will air on November 22nd, as a one-hour show that includes performance footage, documentary footage from the contest winner’s visit with Alanis and commentary from fans.
Affiliate Support and Advertising
MuchMusic USA offers this unique promotion and concert event to showcase the value of cable operators’ cable modem and digital tier services with current participation from affiliates across the country, reaching more than twelve million basic subscribers. Viewers will enjoy an enhanced online experience while using the high-speed technologies provided by their cable operators to enter the contest or view media-rich broadband content on www.mmusa.tv.
The network will further support the contest for its local affiliates and the digital tier by offering marketing packages that include cross-channel advertising spots highlighting the use of cable modems, point-of-purchase displays and advertising slicks for use in-market. For the concert airing, MuchMusic USA will provide affiliates with the show, built-in promotional time and premium packages that include, CD giveaways, sweepstakes support for subscribers to win a trip to the event, and film footage for local acquisition campaigns.
“We are providing content support to our affiliates for the rapid adoption of digital services and supporting our advertisers with unique and targeted opportunities to reach the 12 to 24 year-old music-lover demographic,” said Elaine Ching McEntee, director of marketing for MuchMusic USA. “This type of event really maximizes advertising dollars by reaching audiences through multiple mediums.”
To increase awareness of the Class Dismissed event, MuchMusic USA will be launching a radio campaign and localized radio promotions in major markets across the country.
This announcement comes on the heels of the launch of MuchMusic USA’s interactive programming block that drives viewer participation across the on-air and online platforms. The block includes four new shows that put the viewer in the control of what is shown on-air. Shows include “Tastemaker,” “Oven Fresh,” “Mixtape Masterpiece” and “Random Intelligence”. MuchMusic USA also launched a new online technology called Videolator that enables viewers to create their own videos for upcoming artists. This technology is at the heart of the Class Dismissed national contest.
About TIDAL 4
TIDAL 4, a production division of Mosaic Media Group, is a convergence entertainment company that creates, develops and produces talent-driven content for television and the Web. TIDAL 4 creates properties that allow top talent unprecedented freedom in all forms of media beginning with the integrated TV/Web experience.
TIDAL 4 principals Lisa Hendricks, Beth Broday and Amber Cordero have two decades of combined expertise in all aspects of entertainment and technology. By providing talent with their unique blend of creative, business and tech savvy, TIDAL 4 supports the ever-changing needs of the nascent broadband worlds.
About MuchMusic USA
MuchMusic USA is the only independent music network, featuring music videos and live concerts in an all-music-all-the-time format. Beginning Summer 2001, the channel will feature viewer influenced and generated music programming. On MuchMusic USA, viewers voice their opinions, influence what’s on the air, participate in discovering new music and even create music video programming to air on the network. For more information about MuchMusic USA, please visit our Web site at www.mmusa.tv.
About Rainbow Media Holdings, Inc.
A subsidiary of Cablevision Systems Corporation (NYSE: CVC) and NBC, Rainbow Media Holdings, Inc. manages Bravo, The Independent Film Channel, American Movie Classics, We: Women’s Entertainment, MuchMusic USA, Rainbow Sports, News 12 Networks and MetroChannels as well as the Rainbow Advertising Sales Corporation and Rainbow Network Communications. In addition, Rainbow is a fifty-percent partner in Fox Sports Net. Metro-Goldwyn-Mayer Inc. (NYSE:MGM) owns a 20 percent stake in four of Rainbow’s national networks – AMC, Bravo, The Independent Film Channel and WE: Women’s Entertainment.
A new series of Cablevision common stock — Rainbow Media Group tracking stock (NYSE:RMG) — began trading on the NYSE on March 30 2001. The assets that comprise Rainbow Media Group tracking stock include: American Movie Classics, Bravo, The Independent Film Channel, WE: Women’s Entertainment, MuchMusic USA, Rainbow’s interest in the national service FOX Sports Net, Rainbow’s five regional sports channels outside of the New York market, and Rainbow Network Communications.
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