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Time Warner Cable Unveils New Sports-Themed STEM Campaign

Time Warner Cable execs were at the White House on Tuesday to announce a new phase in the operator's "Connect a Million Minds" initiative, which launched in 2009 to supports the president's call for getting kids excited about STEM subjects (science, technology, engineering and math).

TWC hitched the announcement of the STEM in Sports campaign to the White House Science Fair, whose participants included Greyson McCluskey, the winner of a TWC contest to find the next STEM-related idea to make the world "more awesome." The idea was for a mechanism for car seats to alert parents when their infant was getting too hot.

Ellen East, executive vice president, TWC chief communications officer, and Tessie Topol, vice president, corporate social responsibility, were joined by NFL star Victor Cruz at the event. Cruz is featured in a new PSA that connects sports with STEM subjects -- Cruz talks about "velocity, trajectory and momentum."

Also recruited to make the connection as part of the campaign, either in PSAs or online videos, are golfer Ian Poulter and NASCAR racer Jeff Gordon, who will talk about calculating angles and distances and understanding how engines work, respectively.

Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.