New Product Placement Deal Puts Hosts in Front Seat

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DETROIT (AdAge.com) -- In a new version of product placement, the WE Women's Entertainment network will open each weekly segment of this month's Cinematherapy show in the front seat a Pontiac G6 sedan.
The Pontiac G6 is about to roll across another TV studio set.
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And Why the Pontiac Product Placement Promotion Isn't Over Yet

The car model was recently the subject of massive media coverage after Oprah Winfrey gave a free G6 to each member of the audience of her season-opening show in September.

'Cinematherapy Road Test'
The General Motors Corp. car is the presenting sponsor of the WE's Cinematherapy show, which offers movies and commentary about their emotional impact and meaning for women. Every Friday this month, the new format of the movie block will be called "Cinematherapy Road Test."

Cineamatherapy became the flagship series for the new entity when the Romance Classics Channel changed itself into the WE: Women's Entertainment network in 2000. The show, which bookends the playing of a classic movie, is based on the 1999 book, "Cinematherapy: The Girl's Guide to Movies for Every Mood," by Nancy Peske and Beverly West.

Emotional impact
Airing daily from 8 to 10 p.m. Cinematherapy has two hosts who uses the Peske-West perspective to introduce, analyze and discuss the day's movie in terms of its emotional impact and therapeutic value for women.

The show's hosts will drive the G6 in the opening segments as they discuss the upcoming film themes and use several of the car's features, like its panoramic moon roof. Pontiac has said the target for the G6 is evenly split between males and females. Terms of the advertising deal weren't revealed.

'Get them talking about the car'
Mary Kubitskey, advertising manager at Pontiac, said that "with a new product such as G6 we must look for innovative avenues to raise the public's awareness and get them talking about the car."

Some Pontiac dealers criticized the carmaker in the weeks after Oprah's G6 giveaway, saying they didn't have either any or enough cars in stock to meet demand generated by that deal, according to Automotive News.

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