FYI 03.20.07

BET Partners With NextMedium

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Just weeks after signing Deutsch as the first agency to use its Embed platform, Los Angeles-based branded-entertainment company NextMedium has signed BET Networks as its new network-wide partner to manage and monetize brand-integration inventory.

BET will use the Embed platform to gauge the effectivness of its clients' branded integrations, identify opportunities for brands to participate within its scripted and reality programming and gain insight into the overall media value of its brand integrations.

"We chose NextMedium to maximize the integration opportunities for our clients. The Embed platform gives us complete inventory control and quick and access to relevant advertisers," Alvin Bowles, senior VP-integrated marketing at BET Networks, said in a statement. Mr. Bowles has been leading the network's aggressive new integrated-marketing strategy, which kicked off last fall when marketers like Tide and Toyota signed up for gospel competition series "Sunday Best."

In a statement, NextMedium founder Hamet Watt added of the BET partnership, "BET is a forward-thinking network that understands the value of brand integration. BET's viewers are highly responsive to brand messages delivered in content and we look forward to assisting BET and its advertisers get a great return with this advertising medium." --Andrew Hampp
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