PBS’ “Wine Makers” Offers New Ad Models In Noncommercial Setting
A NEW REALITY-COMPETITION SERIES THAT might have landed on Bravo or the Food Network is coming to PBS. Producers are taking advantage of new ad models emerging on the “noncommercial,” nonprofit network.
“The Wine Makers,” a battle among 12 oenophiles for the chance to launch their own label, is slated to launch in 2007. Producers are promising national distribution on the 350-plus public-television stations, which they will have to secure themselves, since the national PBS arm isn’t involved.
Top-tier sponsors are being offered a five- to 15-second spot before and after the half-hour show. So far, Paso Robles Wine Country Alliance, which promotes wine produced on California’s central coast, is onboard. Producers are searching for up to three other marketers. A deal with a non-endemic advertiser is near, according to producer J.J. Levine.
The sponsorship model for “The Wine Makers” is reflective of the new PBS. The network has traditionally relied on underwriters and image advertisers, but with funding sources drying up and competition from cable–for viewers and differentiated content–intensified, bottom-line considerations are key. Pre- and post-roll spots are gaining traction as the inveterate “brought to you by” tags may be losing steam.
In addition to the premium-level sponsorships, “Wine Makers” producers–independent Doc City Productions, which has produced multiple wine-oriented shows, and South Carolina Educational Television–are offering branding opportunities on the show’s Web site and other promotional tie-ins. PBS disapproves of paid product placement, a staple of competition reality series such as “Top Chef” on Bravo and “The Apprentice” on NBC. more…
