NBC going back to future with program sponsorships

04/2/2008 | NYTimes.com

NBC hopes its new deal with Liberty Mutual Group to sponsor a pair of TV movies will be the first of many such branded entertainment deals, which hark back to the early days of TV, when programs were presented by advertisers. Under the deal, NBC and Liberty Mutual will collaborate on the script and both will market the two-hour movies, with the first offering, "Kings," expected to air in September.

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