After landing exclusive rights, HBO is set to air live coverage of Madonna‘s Aug. 26 performance in Auburn Hills, Mich. “Madonna Live: The Drowned World Tour,” which gets underway next month in Europe, is sponsored by America Online. The cable broadcast will be the third collaboration between the pop queen and network, and the third concert scheduled this year by HBO, joining performances by Britney Spears and Bruce Springsteen. HBO is planning a full-scale promotional campaign of the concert, set in Madonna‘s home state, including TV spots, billboards, magazine covers and HBO’s own airtime. America Online and HBO are both owned by AOL Time Warner Inc., which also own Warner Music Group, distributors of Madonna‘s music.
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