SportsNet NY is a new local New York sports channel focusing on NY sports, with exclusive coverage of the NY Mets. The channel appeals to rabid New York sports fans, 18 and older. Our assignment was to position SportsNet NY as the only New York-centric sports channel. The campaign featured "Dr." Josh Rosen, a plastic surgeon and inventor of a new Head Enhancement Procedure. This elective procedure guarantees women the male attention they’ve been missing since their husbands and boyfriends turned to SportsNet NY. How? By removing the patient’s head and replacing it with a TV head playing SportsNet NY.