CNN has inked two charter sponsors for its tribute next week to Larry King's 50 years in broadcasting. Deals with GlaxoSmithKline and ING Direct give the marketers extensive "brought to you by"
exposure in both the run up and the programming.
The programming includes special guests and interviews on King's nightly show and the "CNN Presents: Larry King, 50 Years of Pop
Culture," a two-hour documentary running April 18.
The marketers will have a presence in on- and off-air tune-in promos, while airing spots in the shows. Also included are billboards in
interstitials highlighting memorable King interviews that will run on multiple CNN properties next week.
"Larry King Live" is billed as the longest-running news-talk show on television. His
22-year CNN tenure has included some high-profile moments, such as the 1992 presidential campaign. King played a sort of quasi-referee role when the candidates visited, which was spearheaded by Ross
Perot, who announced his candidacy there. In fall 1993, the Ross Perot-Al Gore NAFTA debate drew some of the highest ratings in cable history.
King, who joined CNN in 1985, has also landed many
highly sought-after interviews with celebrities looking to rebuild besmirched reputations--in part, some say, because of his softball interview style, which is attractive to publicists and their
clients.
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