Calif. charter system gets in the swim: all-digital platform gets promoted at aquatics venue.(Charter Communications Inc.,)

Multichannel News, July, 2004 by Haugsted, Linda

Charter Communications Inc. has taken a big dive into co-branding and marketing with its commitment to support an aquatic center in the city of Long Beach, Calif., the site of this year's U.S. Olympic Team swimming trials. Local executives said the company paid a "six-figure sum" in cash and advertising trade-outs for the naming rights and the chance to install and brand a 20-by-27-foot jumbo viewing screen.

That's a hefty sum for a venue that will disappear later this month. Built in the parking lot of the Long Beach Convention Center for just a two-month event, it will be dismantled afterwards. The operator was brought into the project by the city's Visitors and Convention Authority, and when Charter found out the big screen was a piece of...

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