Friskies Cat Food has become the exclusive sponsor of "The Daily Cat," an Internet program for cat lovers concerned with keeping their pets healthy and happy. Charter distribution partners offering
the program on a selected basis include a portfolio of pet, animal and family-focused sites, such as "The Cats Forum" on CompuServe, "Pet Jam.com," and "Clever Moms." Program topics include nutrition,
grooming, and general behavior; all dedicated to the 36% of American homes that house a feline friend. More than 300 radio station will carry weekly programming specific to cat lovers, also titled
"The Daily Cat." The radio segments will promote the online program, which, in turn, will promote the radio elements. The bi-media thrust follows
Studio One's
model of developing integrated sponsored program platforms.
