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Vongo guns for broader reach: claims first national campaign for downloads.(ONLINE)

Video Business, February, 2006 by Netherby, Jennifer

Starz Entertainment Group launched a nationwide broadcast campaign last week for its Vongo movie download service, marking the first time an Internet service has gone after a broad consumer audience for downloadable movies. Starz will spend more than $3 million on a 10-day run of late night broadcast spots, to be followed by a four-week cable campaign.

At the same time, the company has a direct mail and e-mail campaign to 16 million households offering consumers a free two-week trial of the service. Starz is hoping to shape consumers' movie download perceptions while transforming Vongo into a verb for downloading movies online. The move comes as other major players including Amazon.com arc expected to enter the movie download space. The two ads...

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