PBS Hones Its Pitch With New Sponsorships

PBS HONES ITS PITCH WITH NEW SPONSORSHIPS
[SOURCE: MediaWeek, AUTHOR: John Consoli]
The Sponsorship Group for Public Television -- the advertising arm of WGBH in Boston, the public TV powerhouse that produces about a third of the series that air on PBS -- is stepping up its pitch to media agencies and advertisers. SGPTV, in particular, is stressing value-added packages that include not only on-air spots but assorted ways of involving advertisers with the shows off-air. One recent example involves first-time PBS advertisers Arby’s and Macy’s. The pair in May, began sponsoring a new kids’ show Fetch! with Ruff Ruffman, which taps an animated canine host, Ruff, who poses science-based challenges to real kids. Arby’s, in addition to its on-air spots, has attached Ruff to one of its kids meals, while Macy’s, as it absorbs its newly acquired Marshall Fields stores, is having the kids on the show appear live in its kids’ departments to promote its Greendog kids clothing line.
http://www.mediaweek.com/mw/news/networktv/article_display.jsp?vnu_conte...