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“We’re trying to come up with big equity events we can do on a regular basis, like MTV does with Spring Break,” said Lee Heffernan, svp/marketing and promotions.
In the next few weeks Turner starts shopping its first event, for CNN: a news video competition for high schoolers. Plans call for the fall contest to award a scholarship; affiliate tie-ins “can double the value of the promotion (for a sponsor) and give it a grassroots element,” Heffernan said.

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