Burnett Backs Launch of Melody Tunes

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NEW YORK Does the Arab world want its Melody Tunes? More precisely, does it want an all-English channel playing Western music by artists such as 50 Cent and Madonna?

Melody Tunes, a channel that launched in the Middle East in September, is betting that it does and launched an integrated campaign from Leo Burnett in Cairo, Egypt, to prove that there was a viable market for such music.

The campaign, which consists of six television commercials, five radio spots and print ads, plays off the idea of non-native English speakers singing along phonetically to songs by artists such as Akon and 50 Cent.




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