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Broadcasting & Cable - September 15, 2002

Cover Story
The selling of prime time

If watching Americ#39;s favorite gross-out show alone doesn't stick in your memory, this will: a sundae comprising Oreo Cookies 'n Cream ice cream, cookie pieces, gummy spiders and "lime slime." The, um, treat, called a Fear Factor Sundae, is part of a co-branding deal NBC has with ice-cream chain Baskin-Robbins that is intended to get the American public familiar with NBC's prime time programs.



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