Ford Buys Gemstar Guide Ad Package

Cable World, June 4, 2001

Ford Motor Co. signed a long-term advertising agreement to be on Gemstar-TV Guide's interactive program-guide platform.

The IPG platform includes the digital-cable guide provided to MSOs such as Charter and Comcast and the Guide Plus system built directly into some television sets and VCRs. The ad buy for Ford Division cars and trucks is the largest advertising commitment to date in the digital-television convergence field, according to the companies. It includes a quarterly schedule beginning in the second quarter of this year through the third quarter of 2002. The agreement also gives Ford lead time to use new IPG technology as it is released.

Terms were not disclosed.

"This partnership allows us to test a variety of new technologies and experience the capabilities of what interactive TV can do for us," Rich Stoddard, marketing communications manager, Ford Division, said in a statement.

Gemstar's IPG platform reaches 12 million television households. The company says that the IPG becomes an effective advertising vehicle as programming becomes more fragmented. The IPG "occupies the focal point for viewers seeking suggestions and guidance, thereby permitting advertisers to send messages to interested viewers in a receptive mood," according to Gemstar.