• by David Goetzl  @dgoetzl, April 19, 2006

Internet auction giant eBay is entering television production as a partner in a new ABC reality show where its brand will play a central role.

The show, with the working title "Make It Happen," will focus on families who have inspiring dreams but lack the financial means to make them happen. The families will be given the chance to place their "hidden treasures"--collectibles, memorabilia, artifacts, and other items--up for bid on eBay, where the proceeds will turn their dreams into reality.

The show is expected to air this summer with two episodes per week: a Monday night show to introduce the families and their dreams, followed by a Friday show with a live culmination of the bidding on eBay for the families' items. In between will be five days of public bidding on eBay.

The show is expected to serve as a marketing vehicle for eBay through brand integration in the content, the show's role in driving traffic to its site, and favorable PR as eBay plays a role in helping endearing families fulfill their wishes.

The show is a joint venture between eBay, ABC, and Madison Road Entertainment, the branded entertainment agency that brought the other two parties together. The trio has joined under the Plays Well Productions banner to produce the program.

The deal is the latest example of an emerging trend in which advertisers play a role in entertainment production as a way to integrate brands into the content with a favorable spin.

"Make It Happen" also dovetails with ABC's preference for reality programs that focus on wish fulfillment. Still, it's clear the network wants the show to be distinct from its hit "Extreme Makeover: Home Edition" and predecessor "Extreme Makeover." Casting information seeks families with "fun and attainable" dreams--including reunions with long-lost loved ones, scholarships, and saving factories from closing--but requests "no home or personal makeovers and no surgeries."

In order to boost a family's chance of making its dreams come true, producers are expected to seek product tie-ins, for which companies would donate items to be placed up for bid to help the family raise money. For example, a family seeking to revamp a Little League baseball field might benefit from items donated by Major League Baseball that could be placed up for bid.