• Mediaweek, Wednesday, August 29, 2007 12 PM

TNT is rolling out another sponsored "nanodrama" series with the debut of "The Charm" on Wednesday during a 9 p.m. showing of "Law & Order." Presented by Capital One, each of five 60-second segments is set for the first position of the first commercial pod after the opening titles of the cop show. The story focuses on a New York man who tries to return a lost charm to a young lady he met on the subway. And as he runs around trying to find her, he uses a Capital One card to get through subway turnstiles and pay for cabs.

The company's logo will also be plastered on the sides of passing buses and on top of taxis. Each segment also leads into a standard 30-second Capital One spot. Financial terms were not disclosed, but Capital One spent about $360 million on media last year, according to TNS Media Research.

"This last year has been one of the most exciting years in creative marketing outreach, thanks to partners like Capital One, who are just as inspired as we are about developing engaging, dramatic content for TNT viewers," says Linda Yaccarino, executive vice president for ad sales and marketing at Turner.

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