5/21/2007

The reality component of the new Steven Spielberg-Mark Burnett series "On the Lot" extends to brand integration, with sponsors Ford Motor Co. and Verizon Communications getting prominent airplay on the small screen and the films made by the participants. Verizon will be the phone of choice for the show and also be the text-message service for viewers to vote, while Ford models will be used to transport participants and guests, incorporated into background shots of films and given prominent play in certain projects.

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