Turner to Pay $2 Mln in Adult Swim Bungle

Feb 5, 2007  •  Post A Comment

Turner Broadcasting has agreed to pay $2 million to settle claims stemming from a promotion gone wrong for its Adult Swim network that paralyzed parts of Boston last week.

Massachusetts Attorney General Martha Coakley said the settlement includes $1 million to reimburse cities in the state for their expenses in responding to what appeared to be explosive devices. The promotions for the “Aqua Teen Hunger Force” show were small lightboxes featuring an Adult Swim character that were magnetically attached to buildings, bridges and other structures in Boston and nine other cities by Interference Inc., a guerrilla marketing agency.

According to the Boston Globe, another $1 million in goodwill funds will be paid to the state, Boston, Cambridge and Somerville for homeland security awareness and emergency preparedness.

The agreement frees Turner Broadcasting from any legal liabilty for the incident.

“We acknowledge our responsibility for the unconventional marketing tactic that we authorized, and apologize to the citizens of the greater Boston area, especially the citizens of Boston, Cambridge, and Somerville and the customers of the MBTA for any hardship they encountered this week,” Turner said Monday in a statement.”

The company said it is reviewing its policies concerning local marketing efforts to ensure they are not disruptive or perceived as threatening.

“[We] are committed to making any necessary changes to our internal processes to prevent similar incidents in the future,” Turner said.

(Editor: Baumann)