• by Wayne Friedman , Staff Writer, October 2, 2007

We thought it was impossible to come up with a reality show that was more brand-entertainment-organic to a wide range of marketers than "The Apprentice."

What could be better than having business neophytes dreaming up new advertising or marketing plans for the likes of Pontiac, Burger King, or Sony Pictures Entertainment?

But we underestimated Mark Burnett, creator of "The Apprentice" and the modern-day reality TV show model.  Next summer, on CBS, Burnett's new reality show "Jingles" will feature contestants trying to come up with new commercial jingles for all sorts of products -- possibly for Crest Toothpaste, Coca-Cola, or other well-known brands.

It's like a marriage of "American Idol" and "The Apprentice." (No doubt, the contestants will do their own performances.)

Better still, Burnett can now return to charging those high-flying $2 million to $3 million an episode branded entertainment fees that marketers seem to pay so easily. Those fees can easily cover his TV production costs.  

It's not surprising that NBC is looking for Burnett's "Apprentice" to return to the schedule, for similar reasons.  

Not only it is a nice economic equation for Mark Burnett - but NBC's new chief, Ben Silverman, wants the show back because it continues to give the network an advantage when it runs against other shows: It is one of the best at attracting upscale TV audiences.

On the new show, the winning commercial jingles will end up being part of an actual big-time advertising campaign. Talk about being organic! What will this branded integration cost? $3 million? $4 million? $5 million? Executive will tell you they are duly worth it -- and then some.

Now, the only question is whether anyone will watch. Are viewers interested enough in the content -- that is, advertising? Maybe.

Surely, Burnett will offer up his slick production values, along with all the back-of-the-house drama of sniping musical composer competitors.

Can you hear me now? For marketers, it's everywhere they want to be. Priceless

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