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NBC To Push NHL On Xmas And Beyond

NBC hopes a new promotional push for its National Hockey League coverage will boost viewership for its coverage of the fast-diminishing sport. The new effort is set for the net's Christmas Day broadcast of a National Football League game between the Dallas Cowboys and the Philadelphia Eagles and will also run in other programming and dayparts.

The strategy is to brand its weekend afternoon hockey as the "Game of the Week," much like it has tried to do with Sunday Night Football. NBC will tout young stars of the NHL that have yet to achieve mainstream name recognition, like Sidney Crosby and Alexander Ovechkin.

The new campaigns also print advertising and promotional video at retail outlets, such as Wal-Mart, Sam's Club and Costco. NBC Sports creative director Mark Levy says the approach will feature elements in constant motion to emphasize the speed and movement of the game.

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