TBS to bring March Madness live to NYC subway screens
Michelle Clancy | 11-03-2014
CBS Outdoor has launched a digital out-of-home network in New York City subway stations with partner Turner Broadcasting System (TBS)
The platform launch is just in time to promote this year's NCAA Division I Men's Basketball Championship, and will feature content from TNT, TBS, CNN, Adult Swim and other Turner brands.
CBS Sports and Turner Sports will provide live coverage of all 67 games from the 2014 March Madness basketball tournament across four networks – TBS, CBS, TNT and truTV – beginning Tuesday 18 March, with the NCAA First Four on truTV.
CBS Outdoor has installed ten large-format digital dioramas, measuring 66" high and 38.5" wide, in strategic locations throughout the subway system including Grand Central, Times Square, Columbus Circle, Bryant Park, Lincoln Center and Herald Square.
The capabilities of the platform allow Turner to update promotional content in real time, making this a first-of-its-kind, out-of-home video network. As part of this promotion, Turner has exclusive use of the digital network and its hardware, while the screens will be controlled by Turner on a real-time basis via a dynamic feed.
The messaging is expected to reach millions of riders and passers-by throughout March, and a significant portion of the MTA's 1.7 billion annual ridership throughout the year.
"These kiosks allow us to dynamically showcase the breadth and variety of Turner's networks in real time," said Dennis Camlek, senior vice president at Turner Media Group for TBS. "It's a creative canvas which helps us drive both consumer and trade awareness of our original entertainment, sports and news programming."