• by David Goetzl  @dgoetzl, May 14, 2010

After a network-wide deal with Procter & Gamble, the coming Oprah Winfrey Network has followed with an agreement attached to a single OWN show. Retailer Kohl's has signed what has become a largely standard-issue sponsorship deal with a reality-competition series.

A "presenting sponsorship" and brand integrations will help Kohl's play a role in the Mark Burnett-produced "Your OWN Show: Oprah's Search For The Next TV Star." The winner gets his or her own talk show on the OWN network.

"The Next Food Network Star" and "HGTV Design Star" have been hits for their respective Scripps-owned networks and awarded the same prize.

Winfrey does have a history of finding talent, from Dr. Phil to Rachael Ray to Dr. Oz. She is a savvy businesswoman, not a TV dilettante.

The Kohl's arrangement also includes the retailer running spots in the show and links to its online presence, which includes Oprah.com.

Kohl's, which has more than 1,000 stores in 49 states, will also have brand exposure in on-air promos and other tune-in advertising. And there will be some "co-branded vignettes" that will air cross-platform.

There is one aspect of the deal that seems to deviate from other reality-show brand attachments. While potential contestants can audition online by uploading a video, there will also be open casting calls at Kohl's stores.

Starting in June in Linden, N.J., there will be at least four chances, including in the L.A., Dallas and Atlanta markets.

OWN is jointly owned by Discovery Communications and Winfrey's production house. It launches Jan. 1, 2011.