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 AdAge.com, May 27, 2005 »
