Oxygen, the cable network aimed at women, is betting $8 million--the cost of its biggest-ever promotion campaign--that "Campus Ladies" is the series that will be to its audience what "The Sopranos"
has been to HBO devotees. "Campus Ladies" is a bit of a departure for Oxygen, which began as an effort to attract female viewers with what was perceived as largely dry, straightforward programming.
The new show is built around a patently zany premise: Several "older" women return to a college campus, where they of course encounter a range of age-inappropriate activities. Oxygen's ad campaign
includes radio, TV, print, online, transit, and guerilla advertising. "Campus Ladies" was created by two of the Groundling performers and is executive produced by actress Cheryl Hines, star of "Curb
Your Enthusiasm," and her husband, Paul Young.
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