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LTN Heralds Its L.A. Vibe

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LOS ANGELES A regional campaign on behalf of Southern California's Local Television Network encourages viewers to tune into the recently launched lifestyles channel, an LTN representative said.

The flashy, image-oriented effort, by LTN's in-house creative group, includes 30- and 60-second TV spots, outdoor ads and 15-second radio drops designed "to draw viewership" among 18- to 34-year-old trendsetters, said Dean Waters, vice president of sales and marketing at the Los Angeles-based network.

The fast-moving TV spots feature snippets of LTN's programming, from nightlife and dining to fashion and extreme sports. A voiceover says, "LTN is the face of L.A., taking you to the underground, pushing you past the velvet ropes and getting you on the scene."

The network's content, aired daily from 8 p.m. to 12 a.m., includes original, mostly 30-minute segments such as City Vibe, a show about local bands, music venues and DJs; Red Light, a documentary-style program that explores sexual subculture issues and events; fashion-focused Belle du Jour; and Dialed In, which highlights SoCal's action-sports scene.

The spots run on regional cable through December, as well as on 610 movie theater screens in Los Angeles, Ventura, San Bernardino, Riverside and Orange Counties through next week, according to LTN. Outdoor executions—bus shelter and transit ads, wild postings, aerial banners and beach trashcan wraps—display the LTN logo against a fiery red and chartreuse background. Other campaign components include e-mail blasts and Web banners on sites such as Dailycandy and Myspace.

The network has also formed alliances with Los Angeles radio stations KIIS, KPWR and KROQ to "drive listeners to LTN and vice versa," Waters noted. Cross-platform initiatives include "watch and win"-style contests and show segments featuring partner-station personalities.

LTN's ad campaign also draws attention to the channel's Web site, which debuted this week, Waters said. Designed as an "online supplement," the site features programming information, an archive and message boards. Waters said it would ideally serve as LTN's virtual "viewer community."

"We're looking at L.A. as having multiple villages," he explained. "We cater to each village."

LTN, founded by former investment banker and corporate advisor Justin Mahy, launched Oct. 3 in an estimated 3.7 million homes via regional cable and satellite providers and broadcast station KVMD-TV, Los Angeles. The network plans to begin rolling out in other markets next year.

Campaign spending details were undisclosed.