Bethesda, Md.


Bethesda, Md.-Discovery Channel's Walking with Dinosaurs, a three-hour computer-animated miniseries that cost nearly $10 million to produce, will be sponsored by Ford Motor Co.'s Lincoln, Century 21 and MasterCard. The program is due to air on April 16 at 7 p.m.

There also will be tie-in coverage on Discovery's Web site and a four-week "Dino-Month" programming stunt on Discovery Kids, the network's weekend-morning programming block, starting April 15.

There will also be many tie-in products sold or licensed by BBC Worldwide Americas at the Discovery Channel Stores and Nature Company Stores, including plush toys, figurines, puzzles, books, a CD and the BBC version on video.