AOL Time Warner cable television channels Turner Classic Movies and HBO, announced yesterday that they will team up for an affiliate marketing campaign.
The campaign is designed to attract subscribers to both channels. It will use direct mail, customizable cross-channel spots and ad slicks, bill stuffers and a radio trivia component. It will focus on TCM’s 31 days of Oscar month in March and the HBO/MAX Pak, featuring fifteen channels of HBO and Cinemax.
The promotion touts TCM's March programming, which consists entirely of movies nominated for Academy Awards. It also will highlight programming available on the HBO/MAX Pak, including hit series and movies such as “Sex and the City,” “The Sopranos,” “Six Feet Under,” “The Wedding Planner” and “Meet the Parents”. HBO/MAX Pak is an all-digital multiplex package.
A secondary goal of the campaign is to drive ratings and viewership for TCM, as well as subscriptions for HBO and Cinemax. The promotion highlights the nearly 20 affiliate promotions and campaigns being offered by Turner Network Sales, the affiliate sales and marketing arm of TBS, Inc., in the first half of 2002.