The PPV Anti-Theft Task Force, an industry coalition
working to eliminate cable theft, and Showtime Event TV
(SET), have launched a series of commercials designed to
stop cable piracy, in conjunction with the PPV promotion of
Saturday's Evander Holyfield-Mike Tyson rematch. In the
spots, children speak about the desire to be just like their
parents, then the ads dissolve to text and voiceover
appealing to parents who are stealing cable services and
asking viewers to consider the example they are setting.
The spots are from NY-based Amil Gargano & Partners (PPV
Anti-Theft Task Force). In Philadelphia, Mike Bruton writes
that SET is "underwriting" the $100,000 anti-theft ad
campaign (PHILADELPHIA INQUIRER, 6/27).
PAYOUT PUNCH: In N.Y., Richard Sandomir writes that
SET's marketing efforts for Holyfield-Tyson II "are designed
to increase" the 1.6 million PPV purchases from the first
fight to 1.8 million or more. Sandomir: "The strategy
includes television and radio ads produced by Spike Lee;
contests on MTV and the Fox Sports Network, and a swap of
free commercial spots on ABC tomorrow in exchange for
letting 'Wide World of Sports' use 22 minutes from the first
fight on a feature about the rematch." Showtime Network
Chair Matt Blank: "The main objective is to reach audiences
we don't usually reach." About half of the PPV revenue will
go to cable systems, the rest will go to promoter Don King
and SET (N.Y. TIMES, 6/27)....In. L.A., Tom Hoffarth
questions, "Where's all the sound and fury about 'pay-per-
round'" from the Holyfield-Tyson I, adding, "It's still
here. But no one's going to the mat for it." SET Exec
Producer Jay Larkin: "There are still some systems using it.
... [O]n this fight, viewers will be paying the 50 bucks
either way it's marketed" (L.A. DAILY NEWS, 6/27).
