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Diageo Wants 'National Reach at Network Pricing' for Its Spirits

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A correction has been made in this story. See below for details.

NEW YORK (AdAge.com) -- Diageo Guinness UDV North America plans to create an unwired TV network comprised of cable, local network and other venues to carry its spirits advertising, the liquor company announced today at the Advertising Age/Electronic Media Upfront TV Advertising Summit.

Guy Smith, executive vice president of marketing and external affairs for

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Diageo, said the goal is to attain "national reach at network pricing." He said the network would cover 86% of the country.

Diageo, the world's largest drinks company, had planned to be the maiden spirits advertiser on General Electric Co.'s NBC before the network backed down following pressure from federal regulators.

Grey Global Group's MediaCom, New York, is aiding Diageo in putting together the unwired network.

Diageo's hard-liquor brands include Smirnoff vodka and Captain Morgan's rum and the malternative Smirnoff Ice.

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CORRECTION: An earlier version of this story incorrectly reported Diageo would spend $1 billion over the next five years advertising its products on its network.

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