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Music Choice is available in 30 million homes through digital cable. But more often than not it’s known only as “that audio service on cable TV,” said company president and CEO David Del Beccaro.
Seeking to build a brand that can eventually compete with higher- profile satellite-radio companies XM and Sirius, Music Choice is launching a TV and street campaign from Concept Farm, New York.
Two TV spots feature a couple of 20-something “schlubs” sitting on a couch, said creative director Griffin Stenger.
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