Word: viacom
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Dates: during 2000-2009
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...belonging to--deeply identifying with--a cable channel is the concept through which Laybourne, at Nickelodeon, may have changed cable. Nick's current slogan, "I believe in Nick, 'cause it believes in me," while a little dubious (do fourth-graders taking tests psych themselves up by remembering that a Viacom subsidiary believes in them?), sums up the philosophy neatly. Oxygen is applying that lesson with an ad campaign that stresses "great reasons to be a woman" ("No back hair," "Baby's first word: mama") and has bought a Super Bowl spot. It's also leveraging its website by taking programming...