or


[01/09/07 - 10:39 PM]
BET Networks' Explosive Promotional Campaign Heightens Anticipation for the Wire Premiere on January 10 at 9:00 P.M. ET/PT
The network's multi-platform marketing strategy combines grassroots, off-air and on-air promotions.

[via press release from BET]

BET Networks' Explosive Promotional Campaign Heightens Anticipation for THE WIRE Premiere on January 10 at 9:00 P.M. ET/PT

WASHINGTON, Jan. 9 -- Spearheading the highly-anticipated BET premiere of HBO's critically-acclaimed show THE WIRE is an aggressive advertising campaign sure to draw viewers' attention to its historic debut on January 10 at 9:00 p.m. ET/PT. This multi-platform marketing strategy combines grassroots, off-air and on-air promotions designed to propel the newly- acquired urban drama in attracting a new viewing audience and to make it a top program favorite among current BET viewers.

"BET wanted to produce a unique promotional campaign that maintains the authenticity of the show as well as exudes the 'rawness' that drew millions of television viewers to its original home on HBO," stated Kelli Lawson, Executive Vice President of Corporate Marketing. "We were able to effectively do this through the successful execution of a combined grassroots, off-air and on-air effort that innovatively touched on the various urban themes related to the hit show."

BET Networks reached out to the top urban markets, including New York, Chicago and Los Angeles with an expansive campaign effort that included strategic radio advertising and promotions; outdoor and transit placement, including wrapped transit buses, bus shelters, billboards and phone kiosks; and interactive content placed on a variety of urban and entertainment-based websites, including banners and polls. The cable network also sponsored an exciting THE WIRE trivia contest where participating radio stations gave local listeners clues to the location of BET-branded crime scenes; and the first ten listeners who reported to each crime scene to answer all trivia questions correctly would win a BET "The Wire" gift pack and qualify to win a plasma television.

Coupled with the off-air effort is an innovative on-air campaign that celebrates the arrival of the gritty crime drama coming to BET while captivating viewers to the cable network's latest program offering. In keeping with the gritty images characteristic of THE WIRE, the network utilized original cast members to recreate the familiar look and feel of the popular cable show projected in various 15-second and 30-second promos. Each on-air promo plays on various dramatic themes, such as "Watch Your Back!" where the original THE WIRE cast members are pictured telling BET viewers that the word on the street is to tune in to the show in January or watch your back. Another promo entitled "High Stakes" portrays an underground poker game with high stakes to be won; as the camera pans on each player as they bluff and posture with tensions running high, the scene fades when an aerial shot suddenly reveals the message, "THE WIRE on BET -- tune in on January 9 at 9:00 p.m.".

About BET Networks

BET Networks, a subsidiary of Viacom, Inc. (NYSE: VIA and VIA.B), is the leading provider of media and entertainment for African Americans and consumers of Black culture on a global basis. The primary BET cable network reaches more than 84 million households according to Nielsen media research, and can be seen in the United States, Canada and the Caribbean. BET Digital Networks -- BET J, BET Gospel and BET Hip Hop -- serve a broader and more diverse audience than the core network. BET.com is the number one internet destination for the target audiences. BET Mobile delivers music, gaming, and video content to the target audiences on wireless devices across virtually all service providers. BET Event Productions is a full-scale event management and production company with festivals and live events spanning the globe. Finally, BET International delivers BET content to the consumers of Black culture around the world.

SOURCE BET Networks
http://www.bet.com





  [january 2007]  
S
M
T
W
T
F
S
 


· WIRE, THE (HBO)





[08/28/16 - 08:26 AM]
Saturday's Broadcast Ratings: NFL Preseason Wins Again for CBS
The Eye takes home top honors among total viewers and adults 18-49.

[08/28/16 - 08:23 AM]
"Aquarius" Matches Its Season High in 18-49; Highest Ever for a Saturday Telecast
NBC spins the numbers for Saturday, August 27.

[08/27/16 - 09:00 AM]
Friday's Broadcast Ratings: CBS, NFL Preseason Snap NBC's Win Streak
The Eye wins the evening in both total viewers and adults 18-49.

[08/26/16 - 05:43 PM]
AT&T and HBO Reach Historic Multi-Platform Programming Agreement
The agreement renews HBO's existing contract with the AT&T DirecTV and U-verse services, and will also make all HBO and Cinemax content available on DirecTV NOW.

[08/26/16 - 03:00 PM]
New FOX Series "Pitch" and the Los Angeles Dodgers to Host "Take Your Daughter to a Game" Day at Dodger Stadium on Sunday, September 4
After the game, fans will have the exclusive chance to watch the series premiere on the Dodgers' DiamondVision screen.

[08/26/16 - 02:11 PM]
Video: Watch the All-New Promo from the Explosive Season Three Premiere of "Empire!"
The drama returns in Season Three, as the battle continues for the Soul of Empire.

[08/26/16 - 01:59 PM]
Post-Olympic "Voice" Jumps 2.5 Million Viewers in Live + 3, Biggest Lift of the Week Across All Networks
NBC further spins the numbers for the week of August 15-21.

[08/26/16 - 11:10 AM]
Hallmark Channel's "Chesapeake Shores" Increases Viewership with Episode Two
The Hallmark Channel spins the numbers for the week of August 15-21.

[08/26/16 - 10:06 AM]
Passion Becomes a Practice for Future Veterinarians as Animal Planet Premieres "Life at Vet U"
The six-part series premieres Saturday, October 1 at 10:00/9:00c.

[08/26/16 - 10:00 AM]
E!'s "Fashion Police" Returns to Cover the 2016 MTV Video Music Awards Monday, August 29th at 8:00PM ET/PT
Co-hosts Melissa Rivers, Giuliana Rancic and Brad Goreski, along with 2016 special co-hosts NeNe Leakes and Margaret Cho, will break down the hottest and most outrageous ensembles from the awards show and after parties.

[08/26/16 - 09:19 AM]
Thursday's Broadcast Ratings: NBC Tops Demos with NFL Preseason
The Peacock continues its win streak among adults 18-49.

[08/26/16 - 09:00 AM]
Production Begins and New Casting Announced on Freeform's New Comedy Pilot "Alone Together" from the Team at The Lonely Island
Esther Povitsky, Benji Aflalo and Eben Russell serve as writers and executive producers on the pilot.

[08/26/16 - 08:19 AM]
Video: Hip Hop Rules Thursday Nights This October on WE tv
Get your first look at the new season of "Growing Up Hip Hop" plus the new series "Money Power Respect."

[08/26/16 - 06:01 AM]
Netflix Releases Key Art for "Chef's Table: France"
The four special episodes are dedicated to four of the world's most renowned French chefs and will all premiere globally on September 2.

[08/26/16 - 03:16 AM]
ITV Commissions Second Series of "Marcella" Starring Anna Friel
Set in contemporary London and boldly told with Hans Rosenfeldt's unflinchingly clear Nordic style, the new season has been commissioned for transmission on ITV in 2017.