Upstart music channel Fuse and its agency Amalgamated -- an upstart itself, formed last month by three Cliff Freeman executives -- have been thwarted in attempts to place an anti-MTV billboard across from MTV headquarters in Times Square, the New York Post reports
today. Apparently Bertelsmann -- which owns the building where the billboard sits -- deemed the new creative "too tacky." The billboard, which was slated to go up next Monday, ridicules MTV's summer "Beach House" programming. But, as the Post
reports, the billboard face just happens to be owned by MTV parent Viacom. Hmmm.
In any case, Fuse isn't buying the "too tacky" explanation.
"Too tacky for Times Square?" Fuse president Marc Juris protests. "It's not like we're putting a billboard at the Vietnam Memorial. It's Times Square."