Purina Barks Over Turner South Buy

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This deal is for the dogs.

In a media buy that network and client see as a natural, Turner South
announced Wednesday the signing of Ralston Purina Co.'s 'Beneful' dog food as
the sponsor of its upcoming 'Southern Movie Hound' franchise.

Turner South's latest primetime film franchise will begin Jan. 16 at 8
p.m.

Beneful will be the exclusive sponsor for the regional entertainment
network's movie franchise.

The yearlong promotion will also include an online component in which viewers
will be urged to enter their pets' photographs for a chance to be featured in a
Beneful 'pet of the week' spot and to win other prizes.

'The goal is to create a viewing environment appealing to our viewers'
affection for pets and entertaining films,' Turner South vice president of
programming Sophia Karteris said in a prepared statement.

Although the movie schedule has not yet been finalized, Karteris indicated
that Blazing Saddles, Footloose and Joe Versus the Volcano
could be among the titles airing under the Southern Movie Hound
moniker.

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