• by David Goetzl , January 31, 2011

A Starcom MediaVest unit has crafted a deal making General Motors a top-line sponsor of a syndicated series targeting men set to air on Tribune's national cable network and 17 of its local stations. The series, "Inside the Vault" -- with content areas ranging from travel to food -- will be co-hosted by NBC and Showtime football analyst Cris Collinsworth.

The half-hour show, co-produced by SMG's LiquidThread branded entertainment unit, will debut Friday on WGN America and then move to Tribune local stations. The show appears to be sort of a GQ on TV, focusing on "today's classic man."

Experts from a slew of highbrow Conde Nast magazines, including GQ and Details along with Wired and Vanity Fair, will make appearances.

Source Interlink Media's Motor Trend will help with features on automotive topics, likely to have GM brands integrated.

Warner Bros. unit Telepictures is a production partner with SMG's LiquidThread for the 10 episodes. Content will be available on a dedicated show microsite, YouTube, Facebook and other digital outlets.

Telepictures specializes in first-run syndication, such as "Extra" and "TMZ" and the coming Anderson Cooper talk show.

After a prime-time debut Friday, "Inside the Vault" will move to a 6 p.m. slot on Sundays on WGN America, perhaps to grab men finishing an afternoon watching sports. Among the 17 Tribune stations carrying it are outlets in the country's four largest markets, along with Washington and Houston. The CBS station in Detroit has also signed on, signaling that a second season could involve syndication with multiple station groups.

"New times call for new approaches," stated GM head marketer Joel Ewanick, adding that the series offers a "different avenue ... to connect with audiences and create an environment that is different."