• Broadcasting & Cable, Tuesday, April 7, 2009 10:15 AM

To help finance its programming, The Documentary Channel is now partnering with Don Q Puerto Rican rum and oil giant Exxon. Don Q is supporting a jazz series that will includes a premiere screening at Lincoln Center in New York. Called "Icons Among Us" it features interviews with the biggest names in jazz.

"Speed Dreams," a series sponsored by Exxon brand Mobil One, follows three different types of race cars and their drivers. Oil is discussed in the film, but the essence is about the passion for speed, says Tom Neff, Documentary Channel CEO.

"We found that corporations have stories to tell. A documentary is often the best way to tell that story," says Neff. The 3-year-old channel is in 24 million households via Dish Network and its programming airs via broadcast stations including NYC-TV. "The documentary genre is on the rise. People are responding to the authenticity The biggest problem is to get something financed," Neff says.

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