Wal-Mart, seeking additional ways to burnish its tarnished image, is turning to a new realm: reality TV. For the first time, Wal-Mart Stores is becoming a major sponsor of a reality television show,
by signing a branded-entertainment agreement with ABC for "The Scholar," a summer series that begins a six-week run on Monday night. Wal-Mart will be woven into the plots of episodes of the show,
which is centered on a competition among 10 high school seniors from across the country for a grand prize of a full college scholarship, valued at $250,000, covering tuition and expenses.
Read the whole story at The New York Times, June 3, 2005 »
