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Posted: Thurs., Apr. 16, 1998

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It's 'Magic' time

New latenight entry getting $10 mil promo push

NEW YORK -- Earvin "Magic" Johnson's latenight talkshow "The Magic Hour" will get a send-off from Burbank-based Friedland Jacobs Communications that's worthy of a Procter & Gamble packaged-goods launch.

The media buy for the full-blown ad campaign, estimated to approach $10 million, will break in two weeks and contain two phases before "The Magic Hour's" premiere June 8.

"We're not just promoting a show," FJC president and CEO Scott Friedland told Daily Variety. "It's more like marketing a destination where people can go every night."

Not surprisingly, the all-media campaign will feature basketball legend Johnson and play up his personality, which Friedland described as fitting "very well between" latenight's "sarcastic" David Letterman and "all-American" Jay Leno. "He will take audience from both of them," Friedland predicted for the Twentieth Television offering.

In addition, the campaign will spotlight Sheila E, the percussionist formerly associated with Prince who will headline "The Magic Hour" band.

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