| Journal Call no. | P92.A7M45 |
|---|
| Author | Miao, Suzanne. |
|---|
| Article Title | MTV, Philips lift the lid : "...It is a clever connection between programming and advertising. One doesn't subjugate the other" / Suzanne Miao. |
|---|
| Is Part Of | Media : Asia's media & marketing newspaper ; 13 Sep 1996, p.6, illus. |
|---|
| Abstract | MTV Networks Asia and Philips have collaborated on a ground-breaking, multimillion dollar sponsorship deal which has resulted in a series of vignette-type programmes. Philips Asia-Pacific manager of marketing communications Thomas Irle said that right from the start, the deal with MTV had to fulfil three basic criteria: the result had to be innovative, interactive and exciting. |
|---|
