• by Wayne Friedman , July 27, 2005

Madison Road Entertainment, the Los Angeles, Calif.-based branded entertainment company known for its deals with Mark Burnett shows, has struck a multi-year development deal with Jonathan Prince, the executive producer of NBC's now cancelled "American Dreams." Prince will focus on creating projects that have branded entertainment opportunities, as well as supervising outside projects that are brought to Madison Road.

Madison Road, which has put together deals for Mark Burnett shows such as "The Apprentice" for Procter & Gamble's Crest toothpaste, Levi Strauss & Co., and others, seems to have found a TV partner of similar thinking. Although low-rated and cancelled by NBC at the end of last season, "American Dreams," which is focused on a 1950s family, pulled together a number of branded entertainment deals for its show, including Campbell Soup, Kraft Foods, and Ford Motor Co.

"This is a way to finance your passion," said Jonathan Prince. "To me, what is exciting is that we can create shows that can be immediately profitable. This could have helped keep on a "Once and Again," "My So-Called Life," or "Freaks & Geeks." Or perhaps an "American Dreams."

Negotiations started between Prince and Madison Road ramped up at the end of last season as an attempt to keep the show on the air--with Madison Road promising Prince that the show could contribute more advertising revenue to make it more financially stable for NBC. But dismal conditions at NBC--which fell from first to fourth in the adults 18-49 rating race--proved too much for "Dreams" to overcome.

Kevin Reilly [president of entertainment at NBC] had to take big steps too, such as canceling 'Third Watch' and our show," said Prince. "Their brands [NBC] needed protecting too."

After inking a number of deals for Mark Burnett, Mark Burnett Productions and Madison Road entered into a brief legal battle earlier this year. The two companies then settled differences and agreed to produce a show together. Madison Road is currently producing "Treasure Hunters," an unscripted series for NBC, with Imagine Television and production company Magical Elves.