Choice FM to promote Black Entertainment Television Awards

by Jacquie Bowser, Brand Republic 05-Jun-08, 10:30

LONDON - GCap radio station Choice FM has signed a deal with Viacom's Black Entertainment Television International to promote the BET Awards 2008.

The BET Awards take place in Los Angeles on June 25 and will be shown on the UK BET channel, available on Sky channel 209, on July 1.

As part of the promotion, Choice FM will broadcast live from the BET Awards in LA on June 25 during DJ Jigs' drive-time show.

Choice will promote on-air and online activity during June until the awards show airs in the UK, and will also broadcast live from the awards on June 25 during DJ Jigs' drive-time show.

The station will also run an on-air competition to fly two Choice FM listeners to LA for the awards ceremony and will feature a daily blog on its website with footage and photos.

BET International said it chose to team up with Choice FM because the station shares the same core target audience of 15- to 34-year-olds and has an appreciation for black music, lifestyle and culture.

Michael Armstrong, senior vice president and general manager of BET International, said: "I'm pleased to join with Choice FM in providing their UK listeners with an all-access pass to the world's best award show with the world's biggest stars.

"Choice FM is a great partner that will introduce many of their loyal listeners, not only to the awards show, but also to the BET brand."

The BET Awards, which is now in its eighth year, honours achievement in music, entertainment and sports.