• by September 3, 2003

What's Next, Following The Bouncing Ball? In a bid to expand its audience base beyond its core Spanish-speaking audience, NBC-owned Telemundo will begin broadcasting its new primetime shows with English subtitles when it's fall season kicks off on Sept. 8. The move is not without some risk for parent NBC, which could see the migration of some English-speaking viewers to such primetime Telemundo fare as reality series La Cenicenta or telenovela Armor Descarado, but there is no concern that the subtitles will disenfranchise its Spanish-speaking viewers. Only viewers who initiate that option via closed-captioning equipped TV sets will see the subtitles. Meanwhile, we can't help but wonder if the possibility of captioning other languages has dawned on NBC management. If nothing else, it would allow the peacock network's new French-speaking partners to follow along as they work out their merger negotiations with Vivendi Universal Entertainment.

Why Did The Chicken Chain Cross The Labor Line? Just as Madison Avenue prepares for a new round of labor negotiations with the major Hollywood talent unions, one top marketer has announced plans that could throw some fear into those talks, not to mention the cadre of ad agencies pitching its business. Finger-licking fast-food marketer KFC, which surely has been paying a hefty sum for the talents of its current endorser, spokes-ex-Seinfelder Jason Alexander, hopes to bypass both Madison and Vine with its next ad campaign. In an unusual contest promotion, KFC has asked its customers to create, direct and submit 30-second commercials for its new "Bigger, Better Popcorn Chicken" line. The winning spot will receive a $10,000 cash prize and will be aired on primetime TV in early October. And what if that winning spot should be bigger and better than any of the ideas coming from the two shops (incumbent BBDO and contender Foote, Cone & Belding) pitching the fast-food chain's $200 million account? We can only imagine what finger they'll be licking.

A Model Radio Promo: McLuhan always said radio was a hot medium and now radio giant Clear Channel Communications and Estee Lauder have teamed up to prove it. Clear Channel Advantage, CCC's cross-platform unit, has teamed up with the beauty care marketer for the "Beyond Paradise Model Fantasy Contest." And how exactly does a radio company promote a contest so visual it features supermodels Elizabeth Hurley, Liya Kebede and Carolyn Murphy as spokespersons? With a combination of outdoor media and shopping mall appearances, of course. The strategy: blanket the marketplace with intensive radio promos to create awareness of the contest and drive aspiring supermodels to the mall events. Along the way, they'll get a good gander of outdoor signage and mall media, not to mention plenty of opportunities to sample and purchase Estee Lauder products at participating retailers. You see, you can only register by visiting an Estee Lauder fragrance counter.