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...sponsored on radio and transfer it to network television, which was then in its infancy. With Milton Berle as host, Texaco Star Theater has been credited with inspiring millions of Americans to purchase their first television set. Now, as network TV seems to be in its dotage, executives at ABC are hoping that a new corporate sponsorship scheme will come to the rescue again...
...another source of financing for a scripted series. Enter MindShare, a media buyer that wanted to move its advertising clients inside the creative process by producing and underwriting the costs of a new show. It seemed a match made in media heaven. But there were concerns: What if ABC wanted to cancel the show? And how much commercial airtime could the network retain to sell to other advertisers during the program? Network executives also worried that audiences would be turned off if the show seemed to be too commercial. But Mark Pedowitz, executive vice president of ABC Entertainment Television Group...
...within the show. "We made a conscious decision not to be too aggressive about product placement because we don't want viewers to feel the show is overcommercialized," says Tortorici. If The Days goes into syndication, MindShare and its partners make the lion's share of the profits. While ABC stands to make less, it carries no risk--and the network gets a shot...
...slashed costs by using relatively unknown actors and handheld high-definition cameras. At about $1.35 million, each episode costs roughly two-thirds the amount of a standard show. But despite the financial benefits, there are some questions about the long-term effect on creative decisions if advertisers control content. ABC's Pedowitz insists that creative approval remains with the network, even in the case of a plot line involving the teenage daughter's dilemma over whether to have an abortion, an issue more sensitive than sponsors might be comfortable with. "Time will tell," says media consultant Erwin Ephron. "But what...
...ABC tries to update the old corporate-sponsor model...