FYI 06.19.08

Sponsors Hope to Strike It Rich With 'Black Gold'

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There will be sponsorships. TruTV's new "There Will Be Blood"-esque reality series "Black Gold," set in the world of Texas oil drilling, premiered this week armed with a trio of integrated advertisers.
Black Gold
Black Gold Credit: TruTV

Western Union, the show's launch marketing partner, will sponsor its own branded "TruTV Facts" vignettes during the series, asking viewers a question related to each episode of "Black Gold" at the beginning of a commercial break, with the answer to air adjacent to Western Union's commercial. The segments are similar to other commercial customizations the network unveiled last month, including "Actual Ads" and "Reel Movie" vignettes.

Also sponsoring their own co-branded vignettes are Pizza Hut, which will act as a mid-season sponsor, and Mutual of Omaha, which will sponsor the final five episodes of "Black Gold." Pizza Hut will also be woven into one episode this season when the show's oil-drilling crew teakes a lunch break with Pizza Hut pizzas.

"This is an exciting time for truTV and our marketing partners. Our distinct position in the marketplace gives us the ability to offer truly customized opportunities that maximize our sponsors' brands within unique viewing experiences," Katherine Johnson, Turner Entertainment's senior VP-promotions and marketing, said in a statement. "From in-show storyline integration and customized commercial retention content to co-branded custom spots, our partners' objectives are integrated throughout this high profile summer launch."

"Black Gold" is the latest project from executive producer Thom Beers and his Beers' Original Productions, following recent hits for Discovery ("Deadliest Catch") and History ("Ice Road Truckers").
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