Universal Fakes L.A. TV Takeover

LOS ANGELES Universal Pictures has resorted to hijacking network station KBEH, the Los Angeles-based affiliate of MTV Tr3s, in order to reach young bilingual audiences. At least it will seem that way this Friday.

To promote Illegal Tender to the 18 to 34-year-old demo, the Arenas Group has arranged for an 18-hour “takeover” of KBEH-TV’s airwaves on the day of the movie’s release.

KBEH, which broadcasts the Latino-youth targeted Spanish and English channel MTV Tr3s, has arranged with Arenas to simulate a local illegal “pirate” broadcast takeover of the airwaves. The entire inventory of local spots, from 8 a.m. Friday to 2 a.m. Saturday, has been given over to the “guest” broadcasters. Some commercial breaks will simulate pirate signals with a snowed-out screen and program content will be corrupted with news-style crawls at the bottom.

Programs will be strategically interrupted for trailers, interviews, live remotes and studio interaction with on-air personalities from local KBEH programs. GlobalHue’s Irvine, Calif., office contributed a Dodge Charger (a prominent vehicle in the movie) covered in an Illegal Tender-themed ad wrap that will find its way into live remotes.

According to KBEH general sales manager Julio Aponte, Los Angeles-based Arenas put the project out to bid, and KBEH prevailed over local Spanish-language radio stations and TV contenders. The creative ideas were worked out between Arenas’ evp, marketing and media Debra Nason and media director Leyla Fletcher and KBEH management.

“We are all looking at innovative integrated marketing, fun new ideas for entertaining and reaching this underserved demographic,” said Aponte.