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Discovering New Avenues

20-April-2002
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Discovering New Avenues

exchange4media news service

Discovery, after recently reorganizing it’s programming, is set to experiment with a new format – ‘creating programming that fits into brand philosophy’ and hence provide a new platform for brands. And, to Discovery, some more moolah!

First off is Fiat Palio, which has sponsored a two-hour branded feature created exclusively for the brand by Discovery. The Fiat Palio Friday Showcase, kickstarts on 19th and breaks to a finish on 26th of April.

“This is a great way to marry advertisers and their brands with the diverse programming available on Discovery. The programme would help build equity with the product as there is a visible presence of the brand,” says Sanjay Raina, Associate Director, Corporate Communication, Discovery.

Filat Palio is not the only one riding this new opportunity. Discovery is also in touch with a lot of advertisers for similar programming and plans to make this a regular feature. An interesting way to generate advertising in not so good times.

The Fiat Palio Friday Showcase, which would hit the telly screens at 8 p.m. on 19th and 26th April, will be a two-hour special feature on all you ever wanted to know about cars. It promises to give you a look under the hood of dream machines like Ferrari F-50 and the Porsche 911 and also an insiders view on the safety test cars go through before they hit the road.

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