[01/31/07 - 09:47 PM]
We TV's Launches Month-Long Promotional Sweepstakes Targeting Women Over Valentines Day
The "Steel Your Heart" promotional campaign includes a month-long sweepstakes and Valentines weekend movie marathon featuring the movies from acclaimed romance novelist, Danielle Steel.

[via press release from WE: Women's Entertainment]

WE tv's Launches Month-Long Promotional Sweepstakes Targeting Women Over Valentines Day

WE tv's Steel Your Heart Promotion Sponsored by eHarmony

New York, NY - January 31, 2007 - WE tv, the only cable network dedicated to helping women connect to one another and the world around them, announced today Steel Your Heart, a new initiative that leverages the network's movie slate, creating a unique branding opportunity for its advertiser, eHarmony. The Steel Your Heart promotional campaign includes a month-long sweepstakes and Valentines weekend movie marathon featuring the movies from acclaimed romance novelist, Danielle Steel. eHarmony has signed on to advertise throughout the campaign where brand presence will be featured on-air and online at WE.tv over the course of February.

"With Steel Your Heart, WE provides a romantic movie viewing destination for its core demographic of women to turn to throughout the weekend, leading up to Valentines Day, while also creating a unique long-term, branding opportunity on-air and online," said Arlene Manos, President of Rainbow national network advertising sales. "We look forward to continuing to create customized packages that make sense for each of our advertisers, so they can communicate simple and efficient messages to our audience who are the decision-makers in the home."

The Steel Your Heart weekend movie marathon, on February 10th and 11th will premiere movies based from the novels of Danielle Steel including Once in a Lifetime, Kaleidoscope, Changes and Daddy. The Steel Your Heart sweepstakes will be conducted throughout the month of February where the grand prize is a three day/two night trip for two to San Francisco. Details of the sweepstakes will promoted on-air and online with entry forms online at WE.tv.

As a part of the sponsorship agreement, eHarmony will receive on-air spots driving entry to the sweepstakes and promotional tagged tune-ins and billboards during the movie marathon. Online presence includes sponsorship of the sweepstakes entry page, movie promotion homepage, presence in the February e-mail newsletter to all of WE's registered users and a banner advertisement.

Last February, eHarmony sponsored WE tv's Valentine's Day sweepstakes, Happily Ever After.

Original programming has garnered record ratings success for WE tv in 2006. 2006 is the best year in the history of the network for HH ratings (.27) as well as HH delivery (158K). In 2006, WE tv had +212% more hours of original programming during Prime M-Su 8p-11p than in the 2005. In addition, 2006 is the best in WE tv's history for Prime M-Su 8p-11p delivery of HH, W18-34, W18-49, W25-49 and W25-54.

Source: Nielsen Media Research, WE tv Prime M-Su 8p-11p, 2006 (12/26/05-12/31/06) vs. 2005 (12/27/04-12/25/05) vs. 2004 (12/29/03-12/26/04) vs. 2003 (12/30/02-12/28/03) vs. 2002 (12/31/01-12/29/02)

About WE tv

WE tv is the only cable network dedicated to helping women connect to one another and the world around them. With quality original programming including the hit series "Bridezillas," unique movie packages like "Cinematherapy," topical specials and its public affairs initiative WE Empowers Women, the network supports women and appeals to their interests in pop culture, relationships and personal style. WE tv is a division of Rainbow Entertainment Services and is currently seen in over 61 million homes.

About Rainbow Media Holdings LLC

Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media creates and manages some of the country's most compelling and dynamic entertainment brands including popular national and regional television channels AMC, fuse, The Independent Film Channel (IFC), WE tv, and two FSN affiliated regional sports networks managed by Rainbow Sports Networks. The company also manages Mag Rack and SPORTSKOOL, two original on-demand networks; VOOM HD Networks, the largest and most diverse suite of high definition channels available anywhere; IFC Entertainment, its film distribution, production and exhibition division; Rainbow Advertising Sales Corporation, its advertising sales division; and Rainbow Network Communications, its full service network programming origination and distribution company.

  [january 2007]  

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