Sun pushes Java brand harder--but uphill
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It may not rise to the popularity of Antiques Roadshow, but Sun Microsystems is betting a new TV show will help boost recognition of its Java software. The 30-minute program, called "Mobile Entertainment World," will be sponsored by Sun and perhaps by phone service sellers, said Ingrid Van den Hoogen, Sun's new vice president of brand experience and community marketing. It's one of several efforts the Santa Clara, Calif.-based server maker has undertaken as part of a multimillion-dollar program to make average people aware of the Java brand.
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