Marketing

Teen-targeted Varsity TV will raise its profile this summer when it becomes part of a major wireless carrier’s marketing campaign next month, Varsity’s Kelly Hoffman says. The wireless carrier (Hoffman would not reveal its identity) will begin carrying Varsity TV content on cell phones tomorrow, he said. In July Varsity will begin buying ads on "top teen Web sites" that will direct teens to its online sites and wireless platforms, Hoffman says. In addition, it plans a teen talent competition called "America’s Most Talented Teen" that should receive marketing exposure, he says. The contest will allow teens to vote online and via cell phones. Hoffman anticipates cell phone companies wanting to sponsor the contest. Prior to these efforts, Varsity has relied on teens’ word of mouth to tout its teen-created content that’s carried on NCTC systems, some Insight systems and Comcast VOD (Cfax 05/27). — In advance of its 1st scripted series in Aug, IFC tomorrow begins touting its "Summer of IFC" campaign. First up are 12 female models airbrushed to look like characters from indie classic "Reservoir Dogs." The ‘dogs’ will take to NYC streets, distributing pamphlets about IFC’s "Pulp Indies" strand that expands its weekly run to, and we quote, "every damn night" in June.