• by David Goetzl , July 17, 2008

T-Mobile has signed as the sole sponsor for Monday's episode of ABC's daytime talk show "The View," where the live broadcast will feature the hosts debating and discussing for the full hour.

The single-advertiser initiative--which will bring a limited commercial load--is a first for ABC's daytime lineup. The show will extend its "Hot Topics" segment, with talk about percolating issues and presumably no guests for the full 60 minutes, save the T-Mobile spots.

T-Mobile, whose involvement with the show already includes banners, pre-roll and a sweepstakes promotion on its Web site, will back its new home phone service. The T-Mobile @ Home service is a move into the home phone arena for the cell provider and is billed as an opportunity for unlimited calling.

Heidi Lobel, who heads sales for ABC Daytime, called the arrangement a win-win-win for the network and show, as well as T-Mobile.