Court TV Sets Multiplatform Murder by the Book Campaign

Cable Network, Soon to Be truTV, Teams Up with Borders, Gather

By B&C Staff -- Broadcasting & Cable, 11/5/2007 10:51:00 AM

Court TV kicked off a multiplatform promotion for the new season of original series Murder by the Book by teaming up with Borders and social-networking site Gather.

The network, soon to become truTV, is also touting its “Search for the Next Great Crime Writer” contest and the release of the season-one DVD of Murder by the Book.

The season-two premiere will air on the cable network Monday at 10 p.m.

More than 500 Borders superstores nationwide will create customized end-cap displays located in the “Mystery/Thriller” section that will include tune-in posters for Murder by the Book, the season-one DVDs and a selection of books from the featured authors. Borders will also display shelf- and book-talkers, as well as window posters in key markets, promoting the series and its authors. The nationwide displays will run through January, Court TV said.

Borders and Court TV will also coordinate select authors’ participation in chat sessions on the Borders section of Gather.

“The alliance with Borders and Gather.com takes the marketing elements surrounding this series to new heights by tapping into potential viewers in places we think we’ll find the most incredibly passionate fans,” Court TV senior vice president of marketing Mary Corigliano said in a statement.

“Ultimately, our campaign will be an all-encompassing effort to reach a very precise audience in large-scale but very targeted ways,” she added. “By tapping into viewers who already have a professed interest in mystery and crime books and by catching their eye in the very places they make their buying decisions during the busiest shopping time of the year, we are confident that we can drive strong ratings growth for the show’s second season.”

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