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NBA TV Launches Campaign for Playoffs
By Tim Parry
PROMO Xtra, Jun 20 2004
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NBA TV, a television network run by the National Basketball Association, has launched its marketing campaign to highlight itself as a station the NBA fans must have during the playoffs.
"We want viewers to know that the NBA is filling in the missing piece of the puzzle by providing coverage that is not currently covered," said Merritt Paulson, director of marketing for NBA TV.
To promote the event, five NBA TV affiliates—EchoStar, Comcast, Time Warner, Cox cable and DirecTV—will offer its customers a free preview until May 5.
The campaign uses two slogans—"Basketb...We got the all," and "Something missing from your playoffs coverage?"—and includes arena signage, bus shelters and telephone kiosks in addition to traditional television, radio and print advertisements in key NBA markets. Spots will also air nationally on ABC, ESPN and TNT.
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