In an effort to reach the upscale demographic attracted by the Public Broadcasting Service (PBS), e-tailer
Wine.com on Thursday inked a deal that
gives it prominent mention on three of the television network’s cooking
programs.
The agreement calls for Wine.com to contribute content, provide
underwriting support, and receive placement at public television cooking
events and in promotional materials. The programs with which Wine.com is
partnering include “Regina’s Vegetarian
Table,” “Great Food,” and “Master Chef USA.”
Wine.com will also have a presence on the accompanying Web sites for these
programs. It will make recommendations of wines to pair with the recipes
listed on each of the cooking programs’ sites, and visitors to the sites
will be able to buy the wines through Wine.com or through the programs’ Web
sites.
On television, Wine.com will receive 15-second underwriting message
segments before and after each program.
Wine.com will also appear at events, on home videos, in companion books and
publications, and in PBS membership programs.
The partnership starts this month, and continues through the 2000-2001
season. The programs air on more than 200 PBS affiliates nationwide.
“Regina’s Vegetarian Table” is one of PBS’ top-rated programs.