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Coke Zero Joins 'Conan' In Atlanta

Coca-Cola's Coke Zero will be presenting sponsor of TBS' Conan during the week the late-night show originates from Atlanta.

Conan is in Atlanta April 1-4 ahead of the NCAA men's basketball Final Four, which will be held at Atlanta's Georgia Dome the following weekend. The "March Madness" tournament is televised by Turner and CBS.

Leading up to the week in Atlanta, Coke Zero will be sponsoring a series of concerts. Portions will be seen on and  The soft drink will also be launching a new "It's Not Your Fault" campaign that includes co-branded promotion for Conan featuring Conan O'Brien. The basketball-themed campaign debuts on St. Patrick's Day on CBS' tournament selection show.

The bands performing during the Conan Coke Zero Music Series on the Road to the Final Four include Fitz and the Tantrums, Pat Green, Macklemore & Ryan Lewis.

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.