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MTV Canada readies new campaign

Toronto-based specialty channel MTV Canada will break a new advertising campaign on June 3 called “MTV Live.”  The campaign will debut during the broadcast of the MTV Movie Awards. The effort consists of nine 30-second commercials, each focusing on one of the channel’s on-air personalities. The campaign, which was developed in-house, is intended to attract viewers to the daily talk show MTV Live. “It is some of the strongest creative we have produced since launch,” said Brad Schwartz, general manager of MTV. “Giving MTV Live a much deserved boost by premiering the campaign in our most watched show of the year is very exciting.”

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