electronics

Vizio To Produce Fox Sports Football Show

Aaron Rodgers-Vizio produced

With more consumers skipping ads during regular programming -- and even watching sporting events on tape delay -- Vizio is looking to lure more football fans to its brand as the executive producer of a show to air on Fox Sports Net.

"The proliferation of DVRs is forcing every company to reevaluate how it spends its media dollars," says Jason Maciel, director of marketing for Vizio, tells Marketing Daily. "'Vizio's Profiles' represents a shift for us to move beyond traditional media buys to the development and ownership of branded content."

The show, "Vizio's Profiles," is a 30-minute program offering an in-depth look at some of football's biggest stars, hosted by Laura Okmin. The first show, airing on Oct. 3, will profile Green Bay Packers Quarterback Aaron Rodgers talking about the challenges of following Brett Favre in the position and the record label he is formed.

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Vizio will maintain a brand presence through an intro that Maciel says is "very relevant and adds creative value to the show" -- as well as through a title logo at the opening and close of each of the show's segments, and call outs throughout the show to head to the company's Web site to view outtakes and additional footage, Maciel says.

After airing on the Fox Sports Network, Vizio will also host the program on its own microsite, www.vizioprofiles.com. Vizio is promoting the show through an extensive public relations campaign, directing viewers to the cable airings as well as to view the profiles on the site, Maciel says.

Football season is a key time to sell high-definition television sets, and several companies have enlisted stars such as Peyton Manning (Sony), his brother Eli (Samsung) and Brett Favre (Sears Electronics). The "Vizio Profiles" series will include 12 episodes.

The company will measure the program's success on several metrics, including unique visitors to the microsite to ratings on FSN and fan reaction to the show before deciding whether to do a similar program next year, Maciel says.

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