Dodge Sponsors Family Circle TV Special

Dodge will serve as the exclusive sponsor of a Family Circle-branded holiday special, with syndication deals covering 80% of the country inked so far.

The half-hour program, called "Easiest Holiday Party Ever," will also be streamed on Better.tv, a broadband channel operated by Family Circle-magazine owner Meredith Corp.

IMG, the one-time predominantly athletic representation company looking to move deeper into entertainment, is syndicating the show. It will air at various times on stations from Nov. 16 through the holidays.

Personality and author Sandra Lee will headline the show, with recipes and other tips derived from Family Circle.

The initiative also represents another move on Meredith's part to transform its fleet of magazines into multi-platform brands, partly via its new Meredith Video Solutions group, an in-house production company. The program marks its second nationally syndicated show.

Meredith does own 13 local stations that give it a backbone for syndication.

In addition to serving as sole sponsor, the Dodge Caravan is expected to be integrated into the show. Viewers will be able to log on to Family Circle's Web site to win a Caravan and cash, a promotion to be plugged in the November issue of the magazine.

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