• by David Goetzl  @dgoetzl, August 15, 2013

If the fight with CBS continues, Time Warner Cable might win some support by sponsoring a free MTV-related concert in Manhattan next week. The cable operator is one of five marketers to back concerts linked with the network’s “Video Music Awards” in the days leading up to the Aug. 25 broadcast.

Kellogg with its Pop Tarts brand, Microsoft with its Windows Phone, Covergirl and Taco Bell — all VMA sponsors — will join Time Warner Cable in placing their names on shows in Manhattan and Brooklyn. Time Warner Cable is MTV's affiliate marketing partner for the VMAs, meaning, in part, it offers some ad nventory to back the show.

Artists performing in the gratis events include Robin Thicke, The Neighborhood and Hot Chelle Rae.

The Time Warner Cable concert will benefit HIV/AIDs awareness non-profit LifeBeat; the cable operator will give a donation to the entity. The cable operator, as is now well-known, has been in a dispute with CBS, which means CBS-owned stations have been removed from its system in multiple markets.

MTV has been finding new ways to offer VMA sponsors more exposure, including an opportunity to back videos slotted into a Twitter feed.

Pepsi is taking advantage of that, while also running banner ads on MTV.com, where VMA coverage is prominent. Windows Phone banners appear on a page encouraging users to vote via Twitter, Vine and Instagram on a song that is emblematic of the summer.

Viacom is wants to offer the Twitter Amplify opportunity of in-stream video ads to advertisers for other properties and events .