Tuning In to TV

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Beefing up sales

While the programming department at TV Land, Viacom's network focused on 40-somethings, is busy rolling out a summer schedule of feel-good series, its sales department has been negotiating a range of sponsors to match.

Jeff Lucas, executive vice president of sales at MTV Networks Entertainment Group, tells Broadcastingcable.com that the network has signed up a slew of sponsors, including Verizon, Wal-Mart, Weight Watchers, Johnson & Johnson and Mars, as in candy. Among the summer lineup are shows from creative powerhouses such as Mark Burnett and Embassy Row's Michael Davies.

Once a landscape of classic reruns, TV Land is trying to build its identity through new programming. Rather than identifying itself simply with baby boomers, the channel is homing in on the 40-something audience, which it says is a growing target for marketers of products ranging from insurance to movies.

"The big myth is that when you're in your 40s, you are brand-loyal. You're buying for children and for parents," says Mr. Lucas, who also heads sales for Viacom's Comedy Central and the music channel CMT.

TV Land did not hold an official upfront event but opted to make smaller presentations to ad agencies. While those have gone well, advertisers are pushing hard to have partners detail what ad spending will yield in terms of business results.

"More than any upfront I've seen, every advertiser is looking at this from a value perspective. They're saying, 'I have to show the results and benefits to my boss. Every dollar has to be justified,'" Mr. Lucas says.

First up this month, TV Land is airing the second cycle of its modeling competition, "She's Got the Look," which features models between 35 and 72 years of age. The winner will receive a modeling contract, a Self magazine cover spread and a cash prize. Johnson & Johnson is back again, promoting the cosmetics brand RoC, while Mars is new. Mars is using the series to market its fluffy chocolate bar, 3 Musketeers, and it shot an ad with the models from the series bouncing on a trampoline. "Look" returns June 11 at 9 p.m. and runs for nine weeks.

Other upcoming shows include "Make My Day," which features a prank involving everyday people being greeted by their celebrity heroes. The show debuts in mid-August, with Verizon, Wal-Mart and Weight Watchers already on board.

Also, fresh from her "Celebrity Apprentice" win, Joan Rivers moves over to TV Land as host of "How'd You Get So Rich?" The series, which also counts Verizon as a sponsor, is as simple as the title sounds. Miss Rivers, for instance, accosts people driving nice cars and asks how they got their fortune.