Replay tunes in $25 mil effort to take on TiVo

Elkin, Tobi; Cuneo, Alice Z.
April 2000
Advertising Age;4/17/2000, Vol. 71 Issue 17, p3
Trade Publication
This article highlights the advertising campaign for Replay Networks' personal TV service that will be launched in the U.S. on May 1, 2000. Replay, via Publicis & Hal Riney, will break three 30-second TV advertisements, along with print and outdoor, to position the brand as entertaining and inventive. Los Angeles-based Content Project will handle online advertising. The TV spots will run on national cable and spot TV in several states during primetime entertainment, sports, news and late-night programming. Advertising will extend nationally in the fourth quarter of the year. Print ads will be launched in May issues of magazines such as "Forbes," "Money," "Sports Illustrated" and "Wired."


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