FYI 07.27.05

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Mazda is helping promote NBC’s new fall lineup of shows in a multimillion-dollar campaign called “NBC First Look Presented by Mazda.” As part of the effort, the automaker will hype its new MX-5 sports car and Mazda 5 crossover by integrating them into promos for the shows E-Ring, My Names Is Earl, Surface and Las Vegas, as well as in spots to be shown on the network, in a short film to be shown in theaters and on CD-ROMs to be distributed to subscribers of Entertainment Weekly and People magazines. The partners have also launched and will sponsor a sweepstakes. The deal was brokered by Mazda and publisher Time Inc. | American Dreams creator and executive producer Jonathan Prince has signed a multi-year development deal with Los Angeles-based Madison Road Entertainment (NBC’s upcoming Treasure Hunters) to create original TV content and use his relationships within the industry to identify projects that are natural opportunities for branded entertainment. Mr. Prince will supervise the development and execution for those outside projects that are brought to Madison Road. Mr. Prince spearheaded the integration of Campbell Soup, Kraft and Ford into American Dreams’ storylines and is looking to integrate brands into the plots of other scripted series.
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