ABC, CBS get hi-def sponsors
By Ken Kerschbaumer -- Broadcasting & Cable, 8/29/2002 9:18:00 AM
Beginning in September, Zenith Electronics Corp. will sponsor ABC's high-definition digital-television prime time broadcasts (which will be more than 13 hours per week) and co-sponsor CBS prime time programming with Samsung Electronics America Inc.
Last season, ABC picked up the cost of broadcasting HDTV programming itself in a move that differed from the typical network approach of sponsorship.
On-air billboards touting Zenith as the sponsor will be shown at the beginning of ABC comedies, dramas and movies.
On CBS, prime time HD programming will include all 18 comedy and drama series.
It is the fourth straight year CBS has brought HD to viewers, and sources at the network said deals like the ones with Zenith and Samsung have made HD a revenue-generating proposition.
The deal includes television spots, as well as on-screen banners displayed during opening titles.
This is Zenith's second year as a sponsor of CBS prime time HD and Samsung's first.
The programming kicks off Sept. 23 with the network's Monday-night comedy lineup.
Where is NBC's announcement?
Sources said the network is close to a similar sponsorship deal with an electronics manufacturer, but details are still being worked out.
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