MySpace Generation: CSTV Solicits User-Generated Ads

CSTV is starting a new ad campaign for March Madness with the theme “‘Are you fan enough?,’ inviting viewers to upload ... do-it-yourself video clips to a community section of the CSTV Web site,” according to Stuart Elliott of the N.Y. TIMES. The campaign will appear on both CSTV and CSTV.com during the NCAA men’s basketball tournament and end after the national championship game on April 2. To encourage fans to create and share clips, CSTV asked Planet 3, Santa Monica, to “produce examples of the kinds of material it hopes to receive.” The six ads created by Planet 3 are scheduled to run on CBS, CSTV, CW, MySpace and YouTube and can also be watched on CSTV.com/postup. CSTV President & CEO Brian Bedol indicated that if the fan campaign is successful, it “may return later this year, for the college football season.” Bedol said, “We’ve watched the quality of user-generated content increase pretty dramatically over the last year or so.” NCAA Broadcasting Dir Greg Weitekamp added, “What makes YouTube and MySpace successful is the passion of people who are trying to post on those sites. We’re excited to see what CSTV will be doing” (N.Y. TIMES, 2/28).

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