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CANNES-Worldvision Enterprises and New York-based BBDO Worldwide have combined efforts to clear the series "Beverly Hills, 90210" in 12 Central and Eastern European countries.

Through the unusual distribution agreement, the companies work together to clear the show on selected broadcast stations while securing commercial time within the show for BBDO clients such as Pepsi-Cola Co. and Wm. Wrigley Jr. Co.

"This is not barter," said Bert Cohen, Worldvision exec VP-chief operating officer. "We are not selling the ad time. We supply the show, and it is sold to BBDO as a licensee to air it on a specific channel. They pay us a premium over marketplace, and we get payments in U.S. dollars.

"The result is we can get program sales accomplished in a shorter amount of time."

Eric Scheck, BBDO international media supervisor, said the agency's interest in the deal is to become a marketing partner with the stations in other countries.

"This gives us an arrangement with a quality program our clients are interested in," he said, "and we can approach a station with a program and a budget instead of going in to buy straight ad time."

The companies have also started talks concerning a similar distribution deal for "Melrose Place."

The "90210" deal, however, is limited to the show's first two seasons so the partners can re-evaluate terms before moving forward.

Mr. Walley is New York bureau chief of Electronic Media.

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