Fox, Yahoo! Extend Marketing Deal12 Sep, 2002 By: Hive News
Fox Entertainment Group and Yahoo! will extend their online promotional relationship with Fox Filmed Entertainment and will include new initiatives for the Fox Broadcasting Company and the FX basic cable network, the companies announced today.
Yahoo!, which Media Metrix recently listed as the top entertainment destination on the Web, will run promotions for Fox films and series throughout its various properties. Fox and FX will provide Yahoo! with exclusive video material from those series and films.
Among other programs for the Fox Filmed Entertainment unit, the studio and Yahoo! are slated to promote several highly anticipated feature film releases including Daredevil, The League of Extraordinary Gentlemen, Solaris, and X-Men 2.
Fox Filmed Entertainment also values their relationship with Yahoo!. Commented, "Because an increasing number of people are basing their moviegoing decisions on information supplied online, unique and innovative marketing programs on the Internet have come to play an important role in our overall campaigns,” said a joint statement from 20th Century Fox presidents of marketing Pamela Levine and Tony Sella. “We look forward to working with Yahoo! to find new ways to convey our messages." Several returning Fox television series are slated for promotion on Yahoo! including the Emmy-nominated "The Bernie Mac Show" and "24," in addition to new 2002-2003 season series including "Fastlane", "Firefly" and "John Doe". Fox cable promotions on Yahoo! will include the Emmy-nominated FX series "The Shield," and "The Pentagon Papers."
"With the launch of every season, we're looking for new strategic ways to reach our target audience," said Roberta Mell, EVP of marketing, Fox Broadcasting Company. "Online promotion is a key vehicle for getting the message to that key demographic. With Yahoo!'s reach, we're casting a wide net in just the right waters. We believe that Yahoo! can be an ideal outlet for reaching our viewers off-air."
"At a time when television viewers are more selective in their programming choices, we are delighted that forward-thinking networks like Fox are turning to Yahoo! to reach their core audience," said Jim Moloshok, SVP, Yahoo! Media, Entertainment, Information and Finance. "The unique targeting capabilities of the Internet, plus Yahoo!'s dynamic marketing platform allow us to provide Fox efficiently focused promotions with the impact of rich media."