Rainbow Media Holdings has signed Johnson & Johnson as the exclusive advertiser and sponsor of its WE: Women's Entertainment network. The deal will last for 18 months, after which the network will seek other advertisers and become fully ad-supported. WE was formerly the Romance Classics network. J&J is expected to continue as a prime advertiser after the fourth quarter of 2002. The deal means J&J will run spots during original series and during customized segments involving health and lifestyle issues. Spots begin March 26. A WE spokeswoman declined to release spending details. -- David Goetzl
Copyright March 2001, Crain Communications Inc.