NEW YORK – Time Warner Cable today announced the launch of “Born to Shine” – a multi-platform marketing campaign dedicated to showcasing the impact African Americans continue to make within the entertainment industry and the community. The campaign features a national contest to identify four aspiring television personalities to host a “Born to Shine” talk show series, which will be available on Time Warner Cable On Demand this Fall.
Time Warner Cable has partnered with the Women in Entertainment Empowerment Network (WEEN) to find four aspiring television hosts for the talk show series. Founded in 2007, WEEN is a global non-profit coalition of women and men, all ages and races, committed to supporting, promoting and defending the balanced, positive portrayal of women in entertainment and society. Each of the winners will host an individual episode featuring African Americans who are paving the way in areas of pop culture, television, film, sports, music and the community. The guests will share their lessons learned and success stories for viewers to glean from to pursue their own personal goals.
“Born to Shine is a reflection of Time Warner Cable’s commitment to provide African American consumers with inspiring and quality entertainment that represents their vibrant and diverse stories,” said Marisol Martínez de Rodríguez, Senior Director of Segment Marketing for Time Warner Cable. “The campaign will run throughout the year and provide a host of opportunities for members of the community to connect with our brand and others who share a passion for entertainment. We’re excited that this program empowers individuals to pursue their goals and actualize why they were born to shine.”
“Time Warner Cable’s innovative program will introduce four talented individuals to a nationwide audience,” said Valeisha Butterfield, WEEN Chairman and Co-founder. “Our partnership with Time Warner Cable and the ‘Born to Shine’ program enables us to bring a unique and meaningful opportunity to the community and those who want to make an impact in entertainment.”
The panel of judges for the casting calls will include a combination of celebrities, industry executives and Time Warner Cable executives. The four winners will be determined from a select pool of online and live casting call auditions in May.