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MagRack Relies on 'Kidz’ Play To Promote New Lithgow Series

MagRack will leverage the popularity of the Kidz Bop series of CDs to promote the debut of the video-on-demand series Paloozaville.

From actor John Lithgow, the 20-episode series, premiering June 15, is based on his CDs and books for children. Each episode will feature a craft for kids made out of household objects. Lithgow’s child-targeted fare is published by Razor & Tie, which is also responsible for the Kidz Bop series.

The CD publisher will promote the series with an e-mail blast to past Kidz Bop buyers in the New York region. A banner ad promoting Paloozaville will reside on the Kidz Bop Web site.

Cablevision Systems Corp., whose Rainbow Media Holdings LLC subsidiary manages Mag Rack, and the on-demand network’s affiliate, Time Warner Cable, also have added promotional language on Kidz Bop. The companies will unveil transit ads pushing the on-demand series on June 19, on New York commuter train lines run by New Jersey Transit, Long Island Railroad and Metro-North Railroad.

Cablevision will also host a watch-and-win sweepstakes. Viewers can log on to Optimum Online’s Web site, answer questions based on the episode and have a chance to win a $502 gift certificate for kids books at Amazon.com.

Street teams at select train stations will help raise awareness of the show and sweepstakes.