The University of Phoenix and J.C. Penney will serve as top-line backers for the Martha Stewart cooking show launching this week on PBS.
The University of Phoenix’s deal runs for the first season, while J.C. Penney has signed on for two seasons.
“Martha Stewart’s Cooking School,” with lessons and recipes, debuts this weekend with Washington’s WETA involved in production. The show is scheduled to be on more than 90% of PBS stations and in all of the top-50 markets, mostly in a weekend afternoon block.
The half-hour weekly episodes will have Stewart offering “step-by-step, how-to” advice,” with the first season scheduled through the end of the year.
Martha Stewart Living Omnimedia sold the sponsorships.
Earlier this year, Stewart finished the seventh and final season of her eponymous show on the Hallmark Channel, which also aired related Stewart content.
In September, Stewart’s parent company MSLO announced a deal to distribute some of its longer-form content on Hulu and Hulu Plus and short-form videos on an AOL outlet. Full episodes of “Martha Stewart’s Cooking School” will be available on marthastewart.com within a week after their PBS debut. (MSLO is not selling dedicated advertising for that version.)
An MSLO cooking series aired on PBS from 2003-07 without Stewart on camera.