Media Industry
Industry: Email Alert RSS FeedStewart begins 'Martha' push: NBC U will cross-promote--carefully.(SYNDICATION)(NBC Universal Inc promotes Martha Stewart show.)
Broadcasting & Cable, June, 2005 by Grossman, Ben
While serving up two portions of Martha Stewart this fall with The Apprentice: Martha Stewart Wednesdays on NBC and Martha weekdays in syndication, NBC Universal knows it will have to be as meticulous as Stewart herself in handling cross-promotion. Since nearly 60% of stations carrying the syndicated Martha are not NBC affiliates, don't expect a parade of Stewart's Apprentice cast-offs from the night before when the live show airs on Thursdays.
"We are looking at ways to cross-promote, but it has to be a win-win for everyone," says Betsy Bergman, VP of marketing for NBC Universal Domestic Television Distribution. If a personality like famously prickly Apprentice rejectee Omarosa Manigault-Stallworth becomes a pop-culture figure of the moment, she says,...
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