• Adweek, Friday, March 3, 2006 1 PM

Sony and American Express have signed on as exclusive sponsors of a new, multi-advertising platform package prepared by E! Networks. The first leg rolls out this weekend in connection with E!'s coverage of the Oscars pre-show telecast. Under terms of the deal, the marketers get 30-second spots in the cable telecast, commercial units within E!'s broadband streaming telecast of the show and within the podcast feed, as well as commercial units at the beginning and end of the telecast when it airs as a video-on-demand presentation on Comcast and Cox cable systems. The package was created by Ted Harbert, president and CEO of E! Networks. "The concept is that everywhere our viewers are, we can reach them with our programming and advertiser messages with one package," said Neil Baker, executive vice president, E! Networks and Comcast Network Sales. "This is something we are going to offer all of our advertisers the option of doing going forward."

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