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Entertainment was the star at the second annual Interactive Media & Marketing Awards, presented last week at New Media Expo in Los Angeles.

Top prize in the consumer online/wireless media category went to Paramount Pictures' "Star Trek: Generations" World Wide Web site. A virtual reality promotion for Hiram Walker & Sons' Cutty Sark scotch won the consumer kiosk/point-of-purchase category.

The competition was sponsored by Advertising Age and Newsweek.

"Ad Age is once again proud to be associated with the only true interactive media and marketing awards competition. This initiative is an ongoing effort to continue our position as the leading provider of content for the interactive community," said Edward R. Erhardt, VP-publisher of Advertising Age.

Other winners included:

Magnetic or optical media (consumer): Medior, for 2Market, a shopping CD-ROM.

Interactive telephone (consumer): NBC, for its Viewer Service 800-number program.

Interactive TV (consumer): Young & Rubicam/Team USPS, for Interactive Post Office.

Magnetic, optical, online or wireless media (business to business): Kabel New Media, for a CD-ROM press kit for German TV show "Kommisar Rex."

Kiosk or point of purchase (business to business): Tech Publishing, for the Dow Plastics Electronic Information Center kiosk.

The winners "represent the state of the art in integrating technology and marketing," said Peter Shaw, VP-marketing for Interface Group, organizer of New Media Expo.

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