May 6, 2008

Programming Stunt: TV One

WINNER: TV ONE FOR ROOTS' 30TH ANNIVERSARY

The 30th anniversary of Roots offered TV One a terrific opportunity to reach out to its regular channel watchers and beyond. To expand on the nostalgia associated with the ground-breaking miniseries and create an experience of Roots from a uniquely modern African-American perspective, the network invited cast members of the award-winning production to host the weeklong television event last April. Hosts included LeVar Burton, Lou Gossett Jr. Richard Roundtree, Leslie Uggams and Ben Vereen. The cast members also paid tribute to the late author and creator of Roots, Alex Haley, during the final episode. Leading up to the telecast, TV One ran vignettes of notable African-Americans discussing the significance of Roots.

Fast Facts

• LeVar Burton collaborated with TV One to create original content that supported the telecast of the miniseries.

• Roots delivered a 1.03 average rating during the six-night event, double TV One's usual average rating.

Honorable Mentions:

The Style Network for Raise Your Hand and Make a Difference Initiative — We were all seeing pink when the network utilized its own resources and celebrities via a PSA campaign and new online content at mystyle.com to market National Breast Cancer Awareness Month.

Discovery Communications for Shark Week — Discovery bit into initiatives to integrate its cable affiliates into Shark Week's 20th anniversary, with marketing tactics that included cross-channel spots with affiliate messages, and local market events developed in top markets with aquariums.

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