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ADVERTISERS GET INVOLVED IN THEIR OWN PROGRAM PRODUCTION
Published May 15, 1995
Advertisers are becoming more involved in production and development of shows for network TV and syndication, according to the current BUSINESS WEEK. Procter & Gamble recently signed a three-year deal with Paramount, and Wendy's is supporting production of "Derby," a two-hour movie to be aired in June. Television Production Partners is a consortium of nine major advertisers, including AT&T, Campbell's, Coca-Cola, Coors, McDonald's, GM, Reebok, Clorox, and Sears, that will develop "movies, specials, and limited run series." Each advertiser "chooses which programs it wants to be involved in and takes a portion of the commercial spots." Television Production Partners were behind "Hank Aaron: Chasing a Dream" -- a special that aired recently on TBS (Zachary Schiller, BUSINESS WEEK, 5/22). THE HOT SEASON: TV networks are experiencing one of their most profitable sales seasons since the late 1980's, according to David Lieberman of USA TODAY. Prices are up more than 10% and advertisers' TV budgets are up as much as 25% over last year. The sale process for the '95-96 season begins today and by July 4, networks will "sell more than $4B in prime-time ads." Some reasons for strong sales include the competition in the computers, movie, and long distance telephone industries, and advertisers' desires to to associate with the '96 Olympics (USA TODAY, 5/15).