SiTV, Time Warner Cable Strut With Model Latina VOD Promotion

Sí TV is teaming with Time Warner Cable Los Angeles on a sweepstakes tied to the network's Model Latina original competition series.

The Time Warner Cable and Sí TV Model Latina partnership will give fans a chance to win a makeover at Salon Sessions, a shopping spree, a day at the spa, VIP tickets to the Model Latina Miami exclusive finale party in Los Angeles, and a meet-and-greet with the winner of Model Latina Miami, as well as the judges and other contestants.
The show's second season premiere debuts on the linear service Aug. 2 at 9 p.m. (ET/PT), preceded by an exclusive on-demand premiere July 27. The series' sophomore season comprises 13 installments.
The watch-to-win campaign will run on Time Warner Cable Los Angeles from July 27 through Aug. 26. To register for a chance to win, Time Warner Cable's Los Angeles digital cable subscribers can tune in to Channel 1, the operator's on-demand channel, select the watch-to-win folder and then Model Latina Miami to view the "register me" video. Subscribers can also register by mail. Thereafter, every time a customer watches any of the Model Latina Miami on-demand episodes they will be entered for a chance to win. A dedicated Web site,, houses the official rules.
Time Warner Cable Los Angeles will support the VOD initiative with 30-second spots running in primetime on more than a dozen networks; a promo on the system's barker channel 101; a presence on Web site; bill inserts; a promotion through the "What's On Demand Digest"; and an e-newsletter.
"The inaugural season of Model Latina proved to be a very popular on-demand attraction, and we are thrilled to be partnering with Time Warner Cable Los Angeles to make season two an even bigger success," said Sí TV CEO Michael Schwimmer in a statement..
Noted Time Warner Cable executive vice president Stephen Pagano: "This is a terrific partnership that provides both Time Warner Cable and Sí TV a unique way of introducing many of our customers to the great Time Warner Cable on -demand product and the new season of Model Latina while giving us an opportunity to let our customers know how much we value their decision to choose us as their service provider.