• Mediaweek, Thursday, August 28, 2008 12:45 PM

TNT is turning advertisers into sponsors for its new one-hour legal drama "Raising the Bar," which will premiere Labor Day without commercial interruptions. Pfizer will serve as presenting sponsor of the first episode.

The second episode, Sept. 8, will be sponsored by Focus Features, which will run an isolated theatrical-length trailer for the new Coen Brothers comedy "Burn After Reading." In the week leading up to the second episode, TNT will promote both the show and the trailer.

Quiznos restaurants will sponsor "select episodes throughout the season." The Quiznos brand will be featured in tune-ins and billboards for the show, as well as in messages that will appear in the lower third of the screen. Nissan will run a customized commercial during the show, sponsor the show's Web site and run spots alongside episodes available on video-on-demand.

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