Posted: 1/2/2009 6:16:38 PM EDT
Tapping emotional images such as a weeping Dora the Explorer and a distraught SpongeBob, Viacom Inc. is launching a marketing blitz Wednesday aimed at demonizing Time Warner Cable over a television-programming contract dispute. Barring a last-minute settlement on fees, Viacom’s cable channels — including Nickelodeon, MTV and Comedy Central — will disappear from Time Warner Cable at midnight Wednesday. While programmers and operators often battle fiercely over contract renewals, Viacom’s campaign is notable in its willingness to pull children into the debate. One ad shows the cartoon Dora in tears with the words, “Why is Dora crying?” The ad goes on to explain: “Time Warner Cable has taken 19 of your favorite channels off the air!” and suggests viewers call a Time Warner Cable number to demand that the cable operator restore Nickelodeon and its siblings. That ad is paired with another suggesting that viewers can get Dora back by signing up to one of Time Warner Cable’s rivals such as DirecTV or Verizon Communications. In another, the cartoon character SpongeBob is said to be “freaking out.” ******** Nooo, SpongeBob! You'll be okay little buddy!! |