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GE's worldwide series

Published on .

General Electric is sponsoring a new international business newsmagazine series called "The First and the Best" airing weekly on NBC stations around the world starting May 4. The deal, put together by BBDO Worldwide, New York, is one of the first global programming partnerships with an advertiser. The half-hour programs feature interviews with CEOs describing their global strategies and management styles, starting with Viacom CEO Sumner Redstone and Richard Branson, CEO of the U.K.'s Virgin Group.

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