PRODIGY LAUNCHES MAJOR AD CAMPAIGN - AND THE TV COMMERCIALS ARE LIVE!
WHITE PLAINS, N.Y., Nov. 5 /PRNewswire/ -- Remember the days when television commercials were live? Starting Monday, they're back! Prodigy Services Company, creator of the PRODIGY service -- the most popular interactive network -- will highlight the service's wide range of up-to-the-minute interactive content in a multi-million dollar live television advertising campaign. The first spots will air Monday, November 8 during ABC-TV's "Monday Night Football" at 9:35 p.m. and on CBS-TV's "Northern Exposure" at 10:40 p.m. Eastern Standard Time. The approach is "tongue in cheek" as spokespersons ad-lib about the event that took place right before the station break and then "go live" on the PRODIGY service to find out more about the topic at hand. In the case of Monday's football game, for example, the PRODIGY service provides up-to-the-minute team member stats, news and rosters. The service also offers more than 800 "Bulletin Board" topics, which allow members who watch "Northern Exposure," for instance, to "talk" to one another about the week's episode. (And sometimes, celebrities like Jay Leno, Mary Hart and Hugh Downs "drop in" to a PRODIGY "Bulletin Board" to answer questions from their fans online.) "The live ad campaign is one of several steps we're taking toward the convergence of computers and television," said Scott Kurnit, Prodigy's Executive Vice President of Consumer Products, Marketing and Development. "Another step is Prodigy's recent alliances with over 25 cable networks allowing them to poll our members online to influence programming. These developments position Prodigy to deliver interactive content through television in the near future." The multimillion dollar television campaign, created by J. Walter Thompson USA, NY, will continue through December 19th. Live spots will air during NFL games as well as network and cable programming, including CNN's "Moneyline," NBC's "LA Law" and "Frazier," and movies on the Lifetime and USA cable networks. The commercials will be directed by Mark Lucas, a world-renowned director and producer who specializes in live broadcasts. His credits include music concerts for Huey Lewis and the News, Natalie Cole and Liza Minelli, among others; comedy performances for such comedians as Jay Leno and Rita Rudner; and sports, including events for ABC Sports and ESPN. With the exception of Bruce Beck, who has hosted several sporting events for the MSG and ESPN networks, the spokespersons that were chosen to the appear in the spots are relative "unknowns" who are hoping that this gig may do for them what "Saturday Night Live" did for so many of its alumni. The actors are Desi Doyden, David Healy, John O'Hurley, Brian Victor Johnson and Clare Timoney. The PRODIGY service is America's most popular interactive network. It enables families with personal computers to gather current news stories; to interact with entertainment and education features; to manage investment portfolios and save time on securities trading, travel ticketing, shopping and much more. Prodigy Services Company is developing network services for the cable television industry, cable-delivered services for personal computers, local interactive services for newspapers, services for mobile computing devices and other services for personal computer users. Prodigy is a partnership of IBM and Sears. The PRODIGY service was first offered nationally in September 1990. -0- 11/5/93 R /CONTACT: Carol Wallace of Prodigy Services Company, 914-993-2496/
CO: Prodigy Services Company ST: New York IN: CPR SU:
WB -- NY040R -- 1301 11/05/93 14:56 EST
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|Date:||Nov 5, 1993|
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