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Black History Gets Facebook Time

1/24/2011 12:01 AM Eastern

The Cable & Telecommunications
Association
for Marketing and In Demand
will turn to social networking
site Facebook
to promote its February
on-demand programming
package celebrating Black
History Month.

The two organizations will offer during the month of
February a lineup of African American-themed Hollywood
films and cable-network documentaries, series
and specials as part of its second annual, month-long on
demand campaign celebrating Black History, according
to Doug Ohlandt, vice president of programming and
promotions for In Demand.

Under the tagline “Black History Month comes home
with a click,” the package will feature on-demand content
in four themed categories: “Milestones in Black History,”
“Profiles in Courage,” “Powerful Portrayals” and
“That’s Entertainment,” said Ohlandt.

‘BLACK CINEMA’

In addition, a “Black Cinema” transaction package will
feature Hollywood movie titles include movie titles
like For Colored Girls, The Color Purple, Action Jackson,
Blood Diamond, Ray and Clara’s Heart
.

CTAM will list all the Black History Month ondemand
programming on its thisiscable.com website
starting Feb. 1, according to CTAM director of communications
and media relations Jason King. Consumers
visiting the site can then click to see the VOD lineup of
their local cable operators.

CTAM’s 2010 Black History Month promotional efforts
yielded more than 50 million media impressions,
a mark King said he expects to top in 2011 through the
multimedia marketing effort.

“As an organization that brings together the cable
networks and MSOs, CTAM knows we can accomplish
much more together than we can alone,” he said.

The key component of the promotion is a national online
ad that will run throughout the month on popular
social media site Facebook. King said that ads — one
for each of the four subcategories of the Black History
Month on demand off ering — will run frequently on the
site throughout the month.

HALLOWEEN PRECEDENT

King said he’s hoping to match or surpass the reach of
a similar Halloween-based on-demand package promotion
this past October, which generated roughly 17
million Facebook impressions and nearly 3,000 clickthroughs
to the Th is Is Cable site.

CTAM will also syndicate print and audio features
promoting the on-demand package.

VOD programming offered during the month as part
of the package include episodes from TV One’s documusic
series Unsung; BET’s The Game; CNN’s Black In
America: Almighty Debt
; HBO’s Treme; Investigative Discovery’s
Injustice Files; TNT’s The Ben Carson Story; and
VH1’s Brandy and Ray J: A Family Business.

 

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April