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CBS to Promote Fall Programs Via ‘Video in Print’ Ads

The Americhip videoplayer is 2.7 millimeters thick and has 320x240 resolution
CBS announced this week that it will be promoting its new fall season with the first ever use of video in a print advertisement.

The VIP (video in print) technology will be packaged in a print ad spread for Pepsi Max in the Sept. 18 Fall TV preview issue of Entertainment Weekly for subscribers in the Los Angeles and New York markets only. The rest of that week’s issues will be mailed to subscribers and available on magazine stands without the video player.

The VIP video player is powered by Americhip, Inc., a Los Angeles-area-based company that specializes in “multisensory marketing,” which includes the audio chip players embedded in greeting cards. CBS claims that the player, which produces high quality audio and video, is thin and durable enough to withstand the rigors of magazine binding and U.S. mail delivery. According to CNET, the videoplayer is 2.7 millimeters thick and has 320x240 resolution. The battery has approximately 65-70 minutes life and can be recharged by plugging the jack in with a mini USB cord. The screen uses thin film transistor liquid crystal display (TFT LCD) technology and is enforced by protective polycarbonate.

Programming will consist of 40 minutes of previews from CBS’s Monday night sitcom lineup, including “How I Met Your Mother,” Two and A Half Men” and “The Big Bang Theory.”

“We’re thrilled to be unveiling the inaugural use of an interactive Video in Print technology in Entertainment Weekly’s popular Fall TV preview issue,” said George Schweitzer, president, CBS Marketing Group. “The best way to sample our terrific new programs is to see previews—and it’s never been accomplished in a print ad... until now. EW is the ideal venue for this ground-breaking Video in Print ad, which is entertaining in its own right and is particularly well suited for their media-engaged readership.”