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NJCTA, Coach Schiano Target Underage Drinking

The New Jersey Cable Telecommunications Association teamed up with Rutgers University football coach Greg Schiano and the state's Attorney General to combat underage drinking this summer.

All the members of the trade association -- which include Comcast, Cablevision Systems, Time Warner Cable, Service Electric Cable TV of New Jersey and US Cable of Paramus-Hillsdale -- agreed to schedule the spot. The companies pass 96% of the state's cable homes.

The coach's message: Stay on top of your game and don't drink. The spots will be run through the hot summer months when underage drinking peaks in the state.

Attorney General Stuart Rabner said he is pleased that the state's cable companies are helping to publicize a message that can save lives. Adam Falk, chairman of the NJCTA, noted that the campaign illustrates the targeting capacity of cable advertising, getting the message expressly to New Jersey residents.