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NBC Promos 'Trauma' With Radio Drama

NBC is using mock 911 calls in a series of radio ads for its upcoming medical TV drama "Trauma." The radio spots depict an emergency call and then the aftermath, complete with voiceover from the point of view of the responding paramedic. "Part of the trick with radio is to break though and engage," says Adam Stotsky, NBC president of entertainment marketing. This ad campaign is designed to take advantage of the "lost art of radio storytelling," he says.

The network is buying out two-minute blocks on radio stations in the top 13 markets with ads that will run as the only sponsored content in a two-hour programming block. NBC is also promoting "Trauma," which premieres tonight, with a partnership with Yahoo. The Web portal is allowing users to interact with the characters from the show.

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