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Nokia and News Corp One Create Joint Marketing Alliance Supporting Academy of Television Arts & Sciences and "the 51st Annual Primetime Emmy Awards"
August 26, 1999
Integrated Initiative Spans Six News Corporation Divisions and Multiple ATAS Events and Programs
Nokia, the world's leading mobile phone supplier, has entered into a major strategic marketing partnership with News Corp One and the Academy of Television Arts & Sciences (ATAS) in support of the "51st Annual Primetime Emmy Awards" and other ATAS initiatives.
Under terms of the multi-million-dollar alliance, Nokia (NYSE: NOK) will use the collective reach of some of News Corporation's (NYSE: NWS) most prominent and powerful television brands and vehicles in support of its communications products and ATAS strategic marketing and communications goals. Major integrated media involved include Emmys host broadcasters FOX Broadcasting Company and Los Angeles station KTTV/FOX 11; TV Guide, Inc.'s (NASDAQ: TVGIA) editorial and navigational branded products TV Guide magazine, TV Guide Channel and TV Guide Online (www.tvguide.com); and News America Marketing in-store and free-standing insert operations.
Those entities will combine to support Nokia-sponsored ATAS events and initiatives leading up to FOX's exclusive live telecast of the "51st Annual Primetime Emmy Awards" on Sept. 12. Events involved range from exclusive ATAS receptions for Emmy nominees and presenters to the Emmy Awards ceremonies to the post-Awards Governor's Ball. Nokia will also sponsor a major ATAS public service initiative to be detailed by ATAS Chairperson Meryl Marshall during the "51st Annual Primetime Emmy Awards'" FOX telecast.
"The world comes together to celebrate television's artistry and influence within a single night each year, and this relationship with Nokia and News Corporation divisions allows us to extend that impact and appreciation far more deeply than ever before," Ms. Marshall said.
"The Emmys and the Academy hold a unique power to excite both the fans and creators of some of the world's most popular entertainment," added Matt Wisk, Vice President, National Marketing at Nokia. "We're proud to enlist the specific power of each of the News Corporation divisions involved to help us fulfill these goals and to make a positive impact on the quality of life in the communities where we live and work."
Nokia's association with News Corp One and the Emmy's is part of the company's multi-faceted branding campaign which combines strong visual images, movie and television placement, supermodels and title sponsorship of the Nokia Sugar Bowl, and the Nokia Snowboard FIS World Cup to reinforce the message of "inspired technology with a human touch."
"News Corp One is committed to offering its clients a unique combination of the world's most popular event programming and unparalleled reach across print, electronic, digital and in-store media and marketing services," said Kayne Lanahan, Senior Vice President of News Corp One. "We're pleased to lend our support toward further enhancing these programs."
Elements within the comprehensive marketing program include Nokia-sponsored entertainment news and in-depth Emmys updates on TV Guide Channel's Insider segments and KTTV/FOX 11's popular "Fox News at 10" and the "Good Day, LA" morning show during the week leading up to the "51st Annual Primetime Emmy Awards." FOX 11 will also feature Nokia-sponsored Emmys segments the day of the prestigious ATAS and FOX event, as well as live Nokia-sponsored cut-ins from the Governor's Ball. In return for its sponsorship, Nokia will also receive advertising exclusivity provisions within the core FOX telecast, and sister News America Marketing will supply another 50 million Nokia-sponsored Sunday morning newspaper inserts the morning of the "51st Annual Primetime Emmy Awards" to drive tune-in to the FOX telecast.
Formed in April 1998, News Corp One provides customized media and marketing solutions using the breadth and power of News Corporation's more than 35 advertising-supported businesses. Based in New York, the division is headed by Ms. Lanahan, who reports to Jon Nesvig, President, Sales, FOX Broadcasting Co., and Executive Vice President, Fox Television. News Corporation is one of the world's largest media companies with total assets as of June 30, 1999 of approximately US $35.9 billion and annual revenues of approximately US $13.6 billion.
Nokia is paving the way to the mobile information society with its innovative products and solutions. Nokia is the leading mobile phone supplier and a leading supplier of mobile, fixed and IP networks including related services. It also supplies multimedia terminals and computer displays. In 1998, net sales totaled EUR 13.3 billion (USD 15.7 billion). Headquartered in Finland, Nokia is listed on the New York (NOK), Helsinki, Stockholm, London, Frankfurt and Paris stock exchanges and employs more than 51,000 people worldwide.
Contact information:
Nokia:
Megan Matthews, +1 972 894 4267, +1 214 507 4601 (M)
News Corp One:
Tom Tyrer, +1 310 369 4733, +1 800 773 9386 (PGR)
Academy of Television Arts & Sciences:
Devin Dabbs, The Lippin Group, +1 323 965 1990 x312
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