Saab to Drive TV Guide Tony Preshow


General Motors Corp.’s Saab division will be the presenting sponsor for TV Guide Channel’s live red-carpet preshow for the American Theatre Wing's 59th Annual Antoinette Perry "Tony" Awards under terms of a deal announced Thursday.

The network’s one-hour special -- TV Guide Live at the Tony Awards Presented by Saab, airing Sunday, June 5, live to the East Coast at 7 p.m. and tape-delayed to the West Coast -- marks the first live national preshow coverage of the Tony Awards.

TV Guide's Madison Michele and Chris Booker will host the preshow live from New York's Radio City Music Hall, interviewing arriving nominees and guests on two celebrity platforms.

The two platforms will feature a step and repeat of the Saab logo. The automaker’s logo will also appear on the red carpet, and a Saab “9-7X” sport-utility vehicle will be on display.

The 2005 Tony Awards are being presented by the League of American Theatres and Producers and the American Theatre Wing.

“We're thrilled to be able to carve out this integrated programming sponsorship with Saab and also to extend our red-carpet franchise to the theatre's biggest event of the year,” TV Guide senior vice president of advertising sales Richy Glassberg said in a prepared statement.