MTV in Interactive Ad Deal on DISH

NEW YORK, July 7: MTV Networks has reached a deal with
Cadbury and DTH provider DISH Network for its first-ever advertiser-supported
interactive television campaign, featuring the Sour Patch Kids brand.

The iTV spot will appear during The N's new reality series, Queen
Bees, premiering this weekend. Throughout
the show, viewers will be prompted with three different sets of questions and
results on the bottom third of their screens: "Fill in the Blank,"
"Sour or Sweet" and "Star Chart Play Along." The questions
will be presented before commercial breaks and the voting results will appear
immediately following the commercial break, encouraging viewer retention
throughout the pod. Sour Patch Kids' branding will be incorporated throughout
the iTV application. Additionally, The N will weave Sour Patch Kids' product
attributes into one question each episode. The campaign will be available
exclusively in DISH Network homes nationwide.

"We're working hard to reinvent commercial time as
content time, and interactive television is emerging as a strong tool for
fostering engagement with our audiences, while providing greater accountability
to marketers," said Hank Close, the president of U.S. ad sales at MTV
Networks. "This partnership signals that we're open for business in iTV
advertising, and we're excited to step into the marketplace with great partners
like DISH Network and Cadbury."

—By Mansha Daswani