P&G, Discovery Near Deal


Procter & Gamble Co. and Discovery Networks U.S. are nearing a
cross-media upfront deal.

A Discovery spokesman Monday termed the negotiations as 'very close to being

Although the parties would not elaborate on the terms or the platforms,
sources familiar with the talks said the one-year cross-platform buy will likely
wind up being well north of $35 million.

Earlier Monday, P&G announced that it has renewed its yearlong
cross-platform deal with Viacom Inc.'s Viacom Plus.

'Year one was a learning experience for both P&G and Viacom,' P&G
director of North America media and marketing Herb Ross said in a prepared
statement. 'Year two will focus on taking the deal beyond television' and use
additional media assets not previously bought.

He said this year, P&G will 'integrate general-market and ethnic-market
advertising and promotion.'

MediaVest USA again made the buy for P&G, but the budget and other
specifics were not disclosed.

A year ago, published reports had put P&G's original Viacom Plus deal at
$300 million, spent across various Viacom broadcast-television and cable