CHUM SIGNS ENHANCED TV SPONSORSHIP DEAL WITH HERSHEY
By Adnews Staff
Chum Television has signed an enhanced TV sponsorship deal with Hershey Canada. The Toronto-based broadcaster introduced enhanced TV programming on its MuchMusic, MuchMoreMusic, Citytv and Star! channels in February using technology from Wink Communications of Alameda, CA. Digital cable subscribers access the enhanced content by clicking an icon that appears on the screen. According to Chum, the sponsorship deal with Hershey is the start of the second phase of its enhanced TV program for MuchMusic and MuchMoreMusic. Beginning Oct. 28, viewers will be able to access two new features. "SweetSounds Trivia" will offer trivia games branded on a rotating basis with Hershey's Kisses, Oh Henry, Reese and Jolly Rancher imagery. "Countdown" will display a chart of hit songs for each station. Chum will begin the second phase of enhanced TV programming for its Citytv and Star! channels in December.