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. In one ad, a man flips through dozens of channels before the other suggests Music Choice. In the second spot, they argue over which Music Choice channel to tune in. A third pal suggests they use My Music Choice, which allows listeners to customize a channel.
Those spots and one other break in July at the discretion of cable providers. Music Choice is also buying time on non-affiliated cable systems, Del Beccaro said.
The budget was not disclosed.
Music Choice's direct competitors remain broadcast-radio and Internet-radio services, Del Beccaro said. But within five years, Music Choice plans to expand into cars, a domain now dominated by satellite-radio signals XM and Sirius.
XM spent $100 million in its 2001 launch, with spots from TBWA\ Chiat\Day starring David Bowie. In February, Sirius debuted a $3 million campaign from Crispin Porter + Bogusky on late-night TV and in major consumer magazines.