Sundance Screens More Sponsorships

Elvis Costello Sundance Channel continues to be ad-free, but since last year, the cabler has sold sponsorships, inking deals with Infiniti and Dell to back a new series with musician Elvis Costello. The pair of marketers will serve as co-presenting sponsors.

The 13-part series, "Spectacle: Elvis Costello with ...," debuts Dec. 3 and features the singer-songwriter conversing with well-known artists and musicians.

As part of its deal, Infiniti will sponsor a 13-part related series of shorts featuring artists and producers as they join in producing an album together. A new episode will be seen each week during the show. Separately, the shorts will be on Sundance's Web site and VOD platform.

Also within the show, there will be Infiniti- and Dell-branded segments. In Infiniti's case, it will be behind-the-scenes looks at Costello's guests. In Dell's, there will be profiles on up-and-coming musicians.

Dell also will be integrated into the series on-air with a "Dell Lounge," where guests will interact with Dell technology. In addition, there will be information about Dell's commitment to fighting AIDS in Africa.

Costello's show, which counts Elton John as an executive producer, will air later in Canada and the UK.



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