AMSTERDAM — Fox Kids Network, the Sci-Fi Channel, Nickelodeon and dozens of cablenets are estimated to have spent some $40 million since May 5 in what is easily one of Denmark’s biggest media extravaganzas in recent years.
The channels are vying to be included in the cable distribution package of Tele Danmark Kabel TV, the country’s biggest cable company. Only 20 channels will be chosen out of 113 wannabes. According to new Danish law, cable companies that have more than 30 channels must let their subscribers choose which they want to see.
Efforts to sway Tele Danmark’s subscribers have resulted in massive cross-media promotional campaigns, including advertisements on buses, billboards, TV and in newspapers. Nickelodeon has been parading characters from its kids channel across the country and the Sci-Fi Channel has erected a spaceship in Copenhagen’s main harbor to get out the vote.