Telco Takes Sponsorship of ‘Certified’

Jun 19, 2006  •  Post A Comment

As part of Cingular’s extensive video-on-demand presence, the wireless carrier will be the exclusive sponsor of a new show that on-demand network Music Choice plans to premiere in July. The sponsorship runs through the end of the year, marking Music Choice’s longest deal with an advertiser.

Each episode of “Certified” will pit two musicians against each other in each episode to compete in categories including best singer, best dancer and best dresser. The audience will be the sole judge of the show and can vote via the Music Choice Web site, or, in an additional tie-in, through text messaging on their Cingular phones. The premiere episode will feature singers Chris Brown and Ne-Yo.

Music Choice said it generates 7 million VOD views per week.

“We want to reach our target in new ways,” said Liz Dinnsen, senior media manager for Cingular.