By Teresa Andreoli
NEW YORK--The Future Channel, a new cable network, has awarded its estimated $5-10 million account to Korey Kay & Partners.
The New York agency was selected after a review that initially included Oppenheimer Advertising, Earle Palmer Brown and Charron, Schwartz & Partners, all in New York, according to Avery Kay, chairman of the Miami-based client.
Korey Kay's assignment will include creative responsibilities, media buying and planning, direct marketing, logo design and some promotional work.
It will also be involved in developing the channel's Web site and perhaps conceiving some Web ads, said agency chairman Allen Kay (no relation). New television, radio, outdoor and print ads should break in two or three months.
'What I like about the product is that it will always be there--the future, that is,' said Allen Kay.
The 24-hour network should be available by cable and satellite around the first of the year, Avery Kay said, but no agreements with service providers have been finalized. 'We're trying to get together with Tele-Communications Inc. and DirecTV,' said Kay.
The Future Channel's programming will be nonfictional and address advancements expected to be made in a variety of fields, from medicine to home construction.
The channel plans to offer some advertisement-free programming to schools for a limited number of hours during the day, and conduct a seminar with teachers designed to help incorporate the shows
Its yet-to-be-completed Web site, futurechannel1.com, will also have the ability to assist in possible homework assignments related to the school programming.
Avery Kay also owns Satellite and Sound Connection, an electronics export operation with a sales volume of $100-150 million. He plans on taking the Future Channel public at some point.
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