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Showtime Soccer Campaign Tries to Net New Subscribers

Showtime Networks Inc. began a multichannel direct marketing campaign yesterday to acquire new subscribers in the Hispanic market through the offer of a free Major League Soccer ball.

The campaign is to run until June 30 and will involve direct mail, 30-second DRTV spots and 60-second radio spots. The offer will be delivered in both English and Spanish.

To receive the free ball, consumers who respond to the offer need to submit a cable or satellite bill showing that they subscribe to Showtime or The Movie Channel, which also is operated by Showtime Networks.

In addition, Major League Soccer players will participate in clinics offered by Showtime Networks at malls nationwide in May and June. According to Showtime Networks, soccer is the mostly widely watched sport among Hispanics in the United States and the second most attended sport among U.S. Hispanic males.

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