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‘GMA’s’ new lure: Prizes!

Promo unusual for news show

NEW YORK — With a new anchor team, new producers and a new set all failing — at least so far — to lure viewers back to ABC News’ struggling “Good Morning America,” the Alphabet web has come up with a new way to woo ayem audiences: cash and prizes.

Starting next week, Holiday Inn weekend guests who pay for their rooms with the American Express card will be given scratch-off game cards containing a “special phrase.” The weary traveler will then have to watch “GMA” every morning through Nov. 13 to see if the card’s phrase matches the phrases revealed during Holiday Inn spots set to run on the show for the duration of the promotion. The contest will be supported by ads in USA Today, People and Entertainment Weekly.

The grand prize for the contest: An all-expense paid trip to New York and a breakfast visit to the set of “GMA,” where anchors Kevin Newman and Lisa McRee are expected to personally greet the winners.

While watch-and-win promos are quite common in TV, it’s much more unusual for a network news show to be involved with such a gimmick. Said one ABC News insider of the stunt: “It’s just tacky.”

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