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).
