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SONY TO FEATURE NFL TIE IN ITS DIRECT SATELLITE KICK-OFF
Published May 16, 1995
Sony "will kick off its push into direct satellite systems (DSS) TV with a burst of trial-inducing events this summer, tapping its NFL sponsorship to target the sports nuts who are considered prime prospects," according to the current BRANDWEEK. Sony execs say they will follow the initial effort with a "multi- million dollar broadcast campaign" in the fall. From mid-summer through August, Sony will try to build store traffic with NFL- themed promos, including a Super Bowl sweepstakes. From the fall through the Super Bowl, a Sony Maximum Television Tour, featuring a giant-screen "MoboTron," will hit events and tailgates in 30 cities, including major NFL cities. Sony added DSS to its NFL sponsorship in '94 (Gerry Khermouch, BRANDWEEK, 5/15). PRIMESTAR FINDS A FRIEND: FCC Commissioner James Quello said he intends to vote to reverse an FCC staff decision to deny Primestar the channels its needs to enter the "high-power" DBS business. Primestar competes at a "disadvantage" with Hughes' DirecTV and Hubard's USSB to offer direct service (BROADCASTING & CABLE, 5/15 issue).