FYI 05.31.2006

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Brown-Forman has inked a cross-platform deal with Bravo's "Celebrity Poker Showdown" for its Southern Comfort brand. The whiskey-based liqueur will be integrated into the eighth season of the show on-air and online. The centerpiece will be a branded "SoCo Lime Lounge," where contestants will be interviewed. The deal was initiated by Magna Global and negotiated in conjunction with Universal McCann. The cost of the integration was not disclosed. | ABC and eBay have changed the name of their feel-good reality show "Make It Happen" to "Buy It Now." | London-based Manning Gottlieb OMD has formed Invents, an entertainment division to develop publishing, broadcast, location-based and mobile content. The division's 27 staffers will oversee projects for clients such as Sony BMG, Sony Pictures, Sony PlayStation, Virgin Megastores, Virgin Games and World Poker Exchange.
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