The free-to-air channel is the exclusive broadcast rights holder and will screen match repeats on sister channel 8TV. The competition is being held from June 13 to July 5, during which time TV3 will launch a through-the-line offensive to promote both the games and the station.
Said a spokesperson from TV3, "The campaign will communicate that TV3 brings the world's biggest sporting event into the living rooms of Malaysian viewers."
The station has set up a UEFA Euro 2004 committee to develop the campaign in-house. The promotions consist of print ads in Malaysia's morning and afternoon daily newspapers, with plans for a wraparound to be published on the first day of the championship and a schedule of the games will also be distributed.
TV3 has also lined up events, including a "mega launch" at a shopping mall followed by a two-day carnival featuring football-related activities. A roadshow is being put together to cover markets outside KL to drum up awareness and the station is also setting up SMS and fantasy football games with Malaysian mobile phone networks.
TV3 scoops UEFA Euro 2004 games coverage
TV3 has secured the rights to air 17 of the 31 UEFA Euro 2004 soccer games next month and will also be supporting its coverage with an extensive publicity campaign.