FX PICKS UP 'THE SHIELD' FOR ANOTHER SEASON

Subaru, U.S. Army, Honda and Gillette Bail Out As Advertisers

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NEW YORK (AdAge.com) -- FX has picked up its controversial cop series The Shield for another 13-episode season despite advertiser defections due to the show's hard-edged content.

The latest advertisers to have pulled out include the U.S. Army, Subaru, Honda Power Equipment, Gillette Co. and Subway but Combe and Philips Electronics have signed up.

With all the

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comings and goings among advertisers, the show's profitability remains unclear. A person familiar with the matter said the show costs $1.3 million per episode to make, while potential ad revenue is only in the $5 million range over the initial 13-episode run.

The new season is likely to begin in 2003.

An FX spokesman denied those figures and defended the show's success.

"Ad revenue aside, the value of the show has been phenomenal for the network. ... It has had a tremendous effect on the overall awareness," he said.

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