MuchMusic Relaunches as Fuse and Spites MTV in the Process

This Monday, MuchMusic, the cable music channel, will relaunch itself as Fuse. It's advertising slogan, "Where's the M in emptee-vee?" takes a direct swipe at competitor, MTV.

Fuse has also purchased a Times Square billboard just outside Viacom's (MTV parent) as well as telephone kiosks and 2 million coffee cups to be distributed around town.

MTV is not thrilled about the campaign but, oddly, parent company Viacom will make money off the Fuse campaign since Viacom owns the billboard and the kiosks that carry the competitors message.

Just like this sites tagline says, "...the Oddities of Advertising"
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