MTV2 is to run an ad campaign for PlayStation as part of a shift in its commercial strategy that will see it regularly carrying adverts.
The first ad the alternative music channel ever ran was for Virgin Records in October, but the channel's sales team, Viacom Brand Solutions, is touting the PlayStation deal as the beginning of a major change in policy.
Viacom Brand Solutions managing director Paul Curtis said: "When MTV2 launched in October 1998, its creators felt that advertising would
distract from its brand values and not fit with the ethos of the channel. But MTV2 wants to evolve with the advertising world, and PlayStation creates unconventional advertisements that are not typical of the spots you'd see on other channels."
Brokered by Manning Gottlieb OMD, the deal will see two short films created for PlayStation, which are one and three minutes long, running on MTV2 from March 18 to 31.
The channel will also be running a Diesel campaign next month.
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