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DRTV Spots Will Use Wink's Remote-Control Order System

Razor & Tie, an independent music label, will test Wink Communications' direct response technology to market one of its compilation albums next month.

Targeting an audience in their mid-20s to early 30s, Razor & Tie will use a short-form television commercial to push its '90s dance album, “Pulse,” at a reduced rate of $24.99. The company has been selling the album via DRTV and its Web site, www.musicspace.com, for $26.99.

The Wink technology is accessible by 3.2 million households through five cable and satellite networks, including Charter Communications, AT&T and Time Warner systems in Los Angeles and New York.

The technology allows consumers to obtain information and purchase products by using their remote controls during the DRTV spot. Viewers who respond are taken to a registration page and are returned to the station they were watching when the order is complete.

“The ability to reduce the time it takes to go to the telephone or log on to the Internet by a few seconds will hopefully add sales for us,” said Victor Zaraya, director of operations at Razor & Tie, New York. “[The technology] will hopefully spur that impulse purchaser to act quickly.”

Razor & Tie will begin running 60-second and two-minute commercials in the first week of August, Zaraya said. The test will last eight weeks.

The commercials will air on TNT, TBS, ESPN2 and Oxygen, Zaraya said.

Following the first test, Razor & Tie will market another compilation album of late '70s songs called “Rock This” using Wink, Zaraya said.

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