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1 Jan, 2008 By: Thomas Haire Response

MTV Launches Digital Marketing Unit

By Jacqueline Renfrow (

NEW YORK — Viacom's subsidiary MTV Networks recently launched Digital Fusion, a specialized unit that will focus specifically on advertising and marketing solutions that incorporate creative content across the company's digital portfolio. Headed up by senior vice president and general manager Jason Witt, the unit will operate within MTVN's Digital Advertising group.

"Our marketing partners want solutions that take full advantage of our greatest strength — creating innovative and engaging content," said Nada Stirratt, executive vice president of Digital Advertising. "Digital Fusion will empower marketers to further tap into our iconic brands, and access customized digital marketing solutions with the same ingenuity and inventiveness as our music, entertainment, comedy and pop culture content."

Digital Fusion will work with existing inventory and new digital ad products to create interactive experiences including video content, online games, microsites and widgets.

The new unit comes after a string of successes for MTVN's digital sector. MTVN recently rolled out Flux, a social media platform for adult and young-adult audiences that spans the company's Web sites. MTVN also announced the development of two-dozen new Web sites, bringing its total to about 300. Finally, the company will invest more than $500 million over the next two years in the development and distribution of its gaming business, to better serve and drive engagement of its demographic audiences.

Macrovision Pays $2.8B for Gemstar-TV Guide

By Thomas Haire (

LOS ANGELES and SUNNYDALE, Calif. – In mid-December, software and legal technology company Macrovision Corp. announced a deal to acquire Gemstar-TV Guide Intl. Inc. — publishers of the famed TV-listings magazine, as well as owners of the TV Guide Channel, and other media — for $2.8 billion in cash and stocks. Gemstar-TV Guide had been available since a July announcement.

The acquisition has been positioned by Macrovision as an opportunity to integrate its technology with Gemstar's content. The company envisions its combined resources hitting users of television, computers, mobile phones and more.

"Users today are demanding an open, easy-to-use and integrated set of capabilities that deliver on the promise of the digital home," says Fred Amoroso, president and CEO of Macrovision. "We are now in a position to accelerate our vision by providing an enhanced combination of capabilities in support of the entire value chain, which is designed to deliver a differentiated solution for customers."

Stockholders of Gemstar-TV Guide will be able to choose between receiving $6.35 in cash or 0.2548 shares (per share) of common stock in the new holding company that will own both companies. Amoroso and Macrovision CFO James Budge will retain their positions while Gemstar-TV Guide CEO Rich Battista and CFO Bedi Singh will leave the new organization.

Renfrow Joins Response Team

SANTA ANA, Calif. — Response Magazine welcomes Jacqueline Renfrow as its new associate editor. Renfrow joined the Response team on Dec. 17, fresh off a stint with Vegetarian Times and Better Nutrition magazines, both published by AIM Media.

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