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Sundance to Offer Cross Channel Advertising

According to World Screen, on January 1, 2007, Sundance Channel will begin offering its advertisers integrated sponsorship and branded entertainment opportunities, marking its first foray into on-air advertising since its 1996 launch.

As part of the move, the channel has upped Kirk Iwanowski to the role of executive VP of marketing, branded entertainment and sponsorship. He will be offering clients the chance to connect their brand to a specific Sundance programming franchise on air as well as off-air, online, on VOD, through electronic sell-through and on wireless.

On-air messaging will include �presented by� credits, tagged tune-in's, vignettes and custom interstitials. Messages will be integrated into five specific on-air categories: branded weekly destinations, original series, acquired series, thematic stunts and customized interstitial series. Feature films and documentaries remain uninterrupted.

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