Advertisers Get Warmer Reception From PBS

ADVERTISERS GET WARMER RECEPTION FROM PBS
[SOURCE: MediaDailyNews, AUTHOR: Tom Siebert]
Faced with a shrinking budget from Congress and the loss of major supporters for two of its most popular programs, PBS is embracing new ways for its sponsors to air their company messages. The nonprofit net has brokered creative deals through its advertising arm, The Sponsorship Group for Public Television. Just like for-profit broadcast and cable networks, PBS is offering sponsors increased exposure across a variety of platforms, including the Internet, podcasts and product tie-ins, as well as longer-form sponsor messages. The increased aggressiveness for corporate dollars follows a House of Representatives subcommittee's June vote to reduce federal funding for the Corporation for Public Broadcasting, which oversees PBS and National Public Radio, by $115 million. The cuts don't take effect, however, unless both houses of Congress approve them. Last year, a similar recommendation failed. Still, there is an increased urgency for PBS. ExxonMobil, a leading sponsor of "Masterpiece Theater," has dropped the program. Toyota has left "Antiques Roadshow."
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