Speed Channel Introducing New Series Called “Fine Tuned”
Speed Channel is introducing a ten-episode series called “Fine Tuned” that “spiffs up the vehicles of deserving drivers” and is similar to ABC’s “Extreme Home Makeover," according to Jean Halliday of AD AGE. Below the Radar Founder Chad Marshall, whose company produces the show, said, “It’s a sort of wish-fulfillment show.” Halliday added that also like “Extreme Home Makeover,” there is “plenty of brand integration.” L.A.-based White Flower has signed two “major sponsors” for the show, Pioneer Electronics and CarDomain, an “auto-enthusiast and aftermarket-parts retailer website, whose names and products will be heavily integrated into the scripts.” CarDomain is paying $300,000 for the show’s installers to "mention the site and wear branded T-shirts while banners and stickers will be prominent on the sets.” BASF will provide the paint for the show, Brembo will supply the brakes and five different tire makers and “several different super-charged manufacturers” will also be featured. Speed is “selling the ad time and is hoping the demos attract non-auto advertisers such as beverage marketers” (ADAGE.com, 6/14).
DISTRIBUTION: Speed added 871,000 HHs in May, lifting the net’s total to more than 71 million U.S. HHs (Speed).
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