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The Movie Network to promote high-definition

Toronto-based specialty channel The Movie Network will break a new campaign in Toronto on Nov. 12 to promote its high-definition broadcasts. The campaign, called "Sharper, Not Blurred," focuses on an upcoming programming special called "The Ultimate Bond Event," which will consist of 19 James Bond films aired in high-definition. The campaign was developed by the channel's in-house marketing, creative services and interactive departments. It includes print advertising in major daily newspapers and urban weekly publications in the Greater Toronto Area. The effort also includes billboards, transit advertising, posters, radio commercials and online advertising. The radio component includes on-air promotions with Mix 99.9 and EZ Rock involving a draw for a high-definition TV set and a one-year subscription to the channel. The Movie Network has also begun a joint retail promotion with Sharp Electronics. From Oct. 29 to Dec. 16, Sharp will demonstrate its line of TV sets at various shopping malls in Ontario and Quebec. The sets will display The Movie Network commercials and clips from Bond movies. "As the leader in high definition programming, this campaign is really driving home the message that The Movie Network is the only destination where viewers can enjoy true HD in an uncut and commercial-free environment," said Maryse Gauthier, consumer marketing manager of The Movie Network. The Movie Network is owned by Astral Media.

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