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Saab Buys into TV Guide's Red Carpet Tony Show

TV Guide Channel, which has built an identity around red carpet broadcasts, is adding another with a live Saab-sponsored Tony Awards pre-show on June 6. The unusual aspect of this integrated deal -- in which the new Saab 9-7X SUV will have a starring role next to the red carpet and stars will pose for interviews on a platform adorned with Saab's logo -- is that the sponsor brought the buy to the network.

Read the whole story at, May 27, 2005 »

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