Silver for e.tv at Promax

e.tv won a Silver Muse for the Sopranos promo Something for Nothing. Kirsty Blackford, head of e.tv's creative services department, says, “While some viewers may not be able to relate to Tony Soprano, a large percentage of our viewers would relate to Smiley – the ‘tsotsi' next door. It was the contrast and misunderstanding between these two stereotypical characters that sparked the humour which entertained and attracted viewers to this timeslot.”

Another silver muse was won for the Integrated Marketing Campaign for the Telkom Charity Cup. Commented Blackford, “This year was the first time e.tv was permitted to broadcast The Telkom Charity Cup. Thus there was a huge need to create awareness for our viewers. We initiated a campaign which included on-air promos, billboards and print ads that would highlight the event as well as capture the energy surrounding it.”

e.tv's Integrated Marketing Campaign for Rhythm City also came in the top three for this category.