UM London will this week launch a dynamic radio promotion on Galaxy in support of Black Entertainment Television’s 2009 BET Awards.
Hosted by Jamie Foxx and featuring performances by Kanye West, Beyonce and Ne-Yo, the BET Awards celebrate the achievements of the most influential and important African-Americans in music, acting, sports and entertainment.
The annual awards will take place in Los Angeles on June 28th and will be premiered in the UK exclusively on Viacom’s BET Network on July 4th
The radio campaign- the first major project to come out of UM’s new Diversity Unit- commences Saturday June 6th at 9pm and will centre around a sponsorship of the
Steve Sutherland Show. The sponsorship will feature recorded trails, presenter reads
and the opportunity for listeners to win a trip for two to the live BET Awards show in
Los Angeles and will run for one month.
In the final week leading up to the UK TV broadcast BET will also be sponsoring Galaxy Network’s twice daily Entertainment News reports as well as running content online across both Galaxy’s and Choice’s websites; that content will include audio and video reportage from the LA event presented live by BBC 6 Music DJ Iyare.
Glen Yearwood, CEO Glen Yearwood Group said this about the 2009 BET Awards:
“Our client, Black Entertainment Networks is very excited to bring the hugely successful BET Awards to the UK audience for the second consecutive year. Building on the success of last year’s inaugural Awards broadcast we are confident that by working with UM and Galaxy to put together our national radio promotion we can bring the increasingly popular BET and the likes of Kanye, Beyonce and Ne-Yo to an even larger and more diverse UK audience in more areas of the UK.”
Matt Rouse, Account Manager at UM, commented:
“The exclusive UK premiere of the BET Awards is the BET UK channel’s highlight in July and it deserves a promotional partner to reflect this. Using the Galaxy Network allows us to speak directly to our key audience and gives BET the opportunity to share exclusive Awards content sent directly from LA for distribution amongst Galaxy’s online offerings. This project is one of the first to come out of UM’s brand new Diversity unit and it’s success should push BET further into the public’s conciousness in 2009.’’
BET was launched in the UK in early 2008 and is now the fastest growing television ‘entertainment’ brand in the UK (BARB ’09). The 2009 BET Awards can be viewed on Sky channel 191 and in high definition on Freesat channel 140.
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