A&E, MasterCard in Ad Pact; Credit Company to Sponsor 'Random 1'.(TV Currents)

TelevisionWeek, August, 2005

Byline: Jon Lafayette In a priceless combination, MasterCard will be the presenting sponsor of A&E's new series "Random 1.'' In the series, a team of idealists gives help to people who need a hand. MasterCard will be the official card of the series, used when supplies are bought. The credit card company is also donating a $1,000 gift card for each episode to defray some of the costs of "Random 1's'' good-deed-doing.

Integrated sponsorship and product placement are becoming increasingly common for cable networks. "It's the revenue reality, the marketplace reality, in terms of what our clients are looking for,'' said Melinda McLaughlin, senior VP of integrated sales and marketing for A&E Television Networks. A&E just finished totaling its upfront and...

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