NBC, General Motors in Partnership for New Drama

BURBANK, May 12: General
Motors has sealed a deal for two of its car brands to be integrated into NBC's
new fall drama My Own Worst Enemy
with Christian Slater, launching in a Monday 10 p.m. slot in the fall.

The series will
prominently feature two different GM cars: one for each of the personalities
embodied by Slater's character. The deal also covers an on-air media buy,
presence on NBCU's digital platforms and Out-of-Home properties, as well as
additional outside promotion. The deal is the centerpiece of a larger strategic
partnership between the two companies for the 2008/09 programming season
involving some of NBC's key entertainment and late-night properties.

"This great
partnership helps GM leverage our content and utilize our platform in a
transformative way" said Ben Silverman, the co-chairman of NBC
Entertainment and Universal Media Studios. "They are a market leader and
we are a market leader. It validates our ‘Infront’ strategy to be early and
create a two-way conversation with our clients."

"Ben and his team
have been very creative in their approach. It's not just been about media
units, it's also about how we as an advertiser can dig deeper into their brands
… and ours, " added Dino Bernacchi, GM's director of marketing alliances
and branded entertainment. "NBC has really been aggressive to promote
alternative ideas in-program and around-the-program that leverages multiple
touch points. We call it Fusion Marketing—partnering with the creative
community around ideas that build relationships with a passionate audience but
done through the lens of the entertainment property to showcase the cool, new
great cars and trucks we offer. This deal sets a tone for how we'll be
approaching this year's upfronts."

—By Mansha Daswani