NEW YORK – Time Warner and General Motors’ Chevrolet division are teaming up to present ‘The Roots of Country,’ a cross-media package that will sweep across several media from ranging from Life to cable and broadcast network TV. The package is worth $3-4 million, according to a media exec with knowledge of the deal.
The package will include a special issue of Life on the history of country music, a two-hour cable special which also looks at country music and an hourlong live entertainment special for a broadcast network. The cable and broadcast nets have not been disclosed, and it was unclear at press time whether the TV deals would be structured as time buys or co-ventures.
The program, to be produced using Warner production facilities, is expected to run during second quarter 1994. Whether the program will be advertised in all Time Inc. books is under discussion. ‘The concept is right for the heartbeat of America campaign,’ said an executive familiar with the plans.
Chevrolet is the title sponsor, and will provide half the funding. Its agency, Lintas: USA, will present the program to clients to give them first dibs at being partial sponsors.
The country special marks GM’s second recent effort at creating media vehicles in which it is the sole auto sponsor. Earlier this year GM created The Ultimate Driving Challenge, an hourlong primetime program that ran on CBS in April and garnered a 13 share. The show featured celebrities talking about safe driving.
Several advertisers have tapped Time Warner’s stable for specials: Lincoln-Mercury, AT&T and Northwestern Mutual sponsored The Wild West from the Warner-led Prime Time Entertainment Network and featured a special issue of Life and guides in some Time Inc. books.
Copyright Adweek L.P. (1993)