PBS Offers Companies Shorter Sponsorship Deals
May 8, 2009 | Read Time: 1 minute
Seeking to offer corporate donors more flexibility in a time of shrinking budgets, some PBS outlets will allow companies to sponsor programs for as little as one week at a time, says The New York Times.
The Sponsorship Group for Public Television, which handles sales for Boston’s WGBH and other PBS producers, will encourage companies to underwrite children’s shows such as Arthur for one to 10 weeks this summer. The plan marks the most extensive experiment with shorter sponsorships for PBS, which historically has asked corporate donors to pay for a yearlong commitment.
“Marketing decisions are being made closer to air time,” said Suzanne Zellner, WGBH vice president for corporate sponsorship. “We want to be responsive to the marketplace.”
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