Sony Computer Entertainment America has launched a new marketing campaign to support the recently reduced price of the PSP (PlayStation Portable) system, now available for $169.99 (MSRP). The campaign, titled "Dude, Get Your Own" uses a humorous style to communicate the PSP’s status as a coveted portable entertainment system offering games on-the-go, as well as multimedia features such as video and music playback. A TV spot is airing now through the end of May on shows such as King of the Hill (FOX), South Park (Comedy Central), Adult Swim (Cartoon Network), the NBA Playoffs (TNT), Saturday Night Live (NBC), and WWE Smackdown (CW). Six additional vignettes that build on the TV spot will be released online in a variety of Web sites, at retail, and through other channels. Later this week, SCEA will launch an interactive website where the vignettes will be rolled out sequentially and other information will be available for consumers interested in learning more about the PSP system.