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USA Network Ignites New Original Series 'Burn Notice' With First Ever Commercial-Free Airing Presented By DIRECTV
DIRECTV's Best Picture to Glow as Exclusive Presenting Sponsor of June 28
Premiere
NEW YORK, June 25 -- In a first for USA Network, the
premiere of the much anticipated new original series, BURN NOTICE, will air
commercial- free in its entirety on June 28 at 10pm/9c, it was announced
today by Scott Collins, vice president, ad sales, NBC Universal. DIRECTV,
the nation's leading satellite television provider, has been named the
exclusive presenting sponsor of the broadcast, which includes a massive
fully integrated media and marketing partnership.
The commercial-free premiere sponsorship package with DIRECTV includes
all marketing efforts from on-air and online to paid media and promotions.
"As the first series from USA Network to ever air commercial-free, we
thought audiences would appreciate the opportunity to learn all about our
lead character Michael Westen from beginning to end without interruption,"
said Collins. "And we're thrilled that DIRECTV embraced the show's unique
premise to become our inaugural partner for the BURN NOTICE premiere."
"This is a terrific way to help reinforce our HD superiority message in
anticipation of offering up to 100 HD channels by the end of the year,"
said Jon Gieselman, senior vice president of advertising for DIRECTV. "We
are always looking for break-through ways to communicate why DIRECTV has a
unique advantage over our competitors."
The sponsorship also includes:
ON-AIR PROMOTION
As the commercial-free presenting sponsor, DIRECTV's message and brand
were integrated into all on-air promotional spots, driving viewers to the
premiere episode. USA also included DIRECTV in the introduction as well as
the customized live-action closing "Thank You" message. USA Network took
its creative cues from DIRECTV's current "4th Wall" television campaign
where actors recreate a scene from one of their most iconic film or TV
shows and then break the "4th Wall" to talk about DIRECTV (seen in recent
DIRECTV on-air spots featuring Charlie Sheen from MAJOR LEAGUE and Pamela
Anderson in BAY WATCH).
Lead actor Jeffrey Donovan taped an in-character "thanks for watching"
30- second bumper that will air following the premiere. In the spot, his
character Michael Westen, a blacklisted spy, is seen disabling a bugging
device in his apartment. When he finishes rendering it inoperable, he turns
to the camera and says "Thank you for watching this unique commercial-free
presentation of BURN NOTICE presented by DIRECTV." He then throws the
device into a sizzling frying pan. Additionally the viewer will be reminded
of DIRECTV's sponsorship via brand snipes during the telecast.
BRAND INTEGRATION
DIRECTV will be integrated verbally and visually into two episodes
during the summer season.
OFF-AIR
DIRECTV will be included as part of the BURN NOTICE launch campaign
including national out-of-home, print, newspaper, radio and digital media.
ONLINE
DIRECTV is one of the presenting sponsors of the official BURN NOTICE
microsite. Their sponsorship includes pre-roll and display advertising as
well as ownership of the specially created Burn Notice Spy Guide which
includes a DIRECTV DVR interface and showcases Michael Westen giving users
"CIA 101" type tutorials on everyday life situations.
MOBILE
DIRECTV will be the presenting sponsor of the Burn Notice WAP Site and
the weekly SMS Scavenger Hunt.
About Burn Notice
When spies get fired, they don't get a letter from human resources,
they get BURNED. This summer, USA Network presents BURN NOTICE, a sexy,
action- packed original series starring Jeffrey Donovan ("Touching Evil,"
"Hitch") as Michael Westen, a blacklisted spy. Series also stars Gabrielle
Anwar ("The Tudors," "Scent of A Woman") as Fiona, a beautiful ex-IRA
operative who happens to be Westen's ex-girlfriend. Bruce Campbell ("Evil
Dead," Army of Darkness") stars as Sam, Michael's closest buddy in town, a
washed up military intelligence contact who is keeping an eye on Michael
for the Feds. Also starring is Emmy(R) Award-winner Sharon Gless ("Queer as
Folk," "Cagney & Lacey") as Madeline, Michael's hypochondriac mother, who
couldn't be happier to have her boy back in town. BURN NOTICE will premiere
with a one-hour episode on Thursday, June 28 at 10pm/9c and will be
followed by 11 one-hour episodes.
About DIRECTV
DIRECTV, Inc., the nation's leading satellite television service
provider, presents the finest television experience available to more than
16 million customers in the United States, through exclusive content,
industry-leading customer satisfaction (which has surpassed cable for six
years running) and superior technologies. Each day, DIRECTV subscribers
enjoy access to over 250 channels of 100% digital picture and sound,
exclusive programming and the most comprehensive collection of sports
programming available anywhere, including NFL SUNDAY TICKET(TM) and MLB
EXTRA INNINGS(R). DIRECTV (NYSE: DTV) also leads the digital television
technology revolution with exclusives such as NFL SUNDAY TICKET
SuperFan(TM), US OPEN Interactive and YES Network Interactive and will soon
have the capacity to offer over 150 channels in HD. For the most up-to-date
information on DIRECTV, please visit http://www.directv.com.
About USA Network
USA NETWORK is cable television's leading provider of original series
and feature movies, sports and entertainment events, off-net television
shows, and blockbuster theatrical films. The #1 basic cable network across
the board in 1Q06, USA Network is seen in 90 million U.S. homes. The USA
Network Web site is located at http://www.usanetwork.com. Characters
Welcome.
USA Network is a program service of NBC Universal Cable a division of
NBC Universal, one of the world's leading media and entertainment companies
in the development, production, and marketing of entertainment, news, and
information to a global audience.
SOURCE USA Network
http://www.usanetwork.com
http://www.directv.com
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