TBS, General Motors Drive Microseries Deal
'My Manny' Installments, Touting Chevy Traverse, To Air Within 'House Of Payne' Pods
Linda Haugsted -- Multichannel News, 1/26/2009 11:12:00 AM
TBS will try to help General Motors Inc. sell vehicles with a two-minute microseries that will run within specialized commercial breaks in its House of Payne comedy series.
Linda Yaccarino, executive vice president and COO of Turner Entertainment ad sales/marketing and acquisitions, explained that House of Payne is one of television's top rated series among African-American viewers. As such, the microseries offers GM an opportunity to target this audience through a trusted branded environment in which to promote its 2009 Chevrolet Traverse Crossover.
The two-minute episodes of the microseries, called "My Manny," debuts Jan. 28. It stars Elise Neal (Hustle & Flow) stars as a widow in her 30s who is trying to juggle a career and motherhood. When her nanny calls in sick, an agency sends her a handsome "manny" (Shariff Atkins of ER) as a replacement. The busy mom soon finds her manny, and his Chevy Traverse, indispensable. The series is produced by State Line Films.
The microseries will encore on tbs.com, which will feature a custom My Manny section with cast bios, photography and other background. The episodes will include a pre-roll on the Traverse.
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