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" The consumer group, which was founded by Ralph Nader, filed complaints with the Federal Communications Commission and Federal Trade Commission this fall, asking them to enact stricter rules concerning the use of such advertisements " "Our first goal is always to develop the best programming possible," he said Ads aside, Longest said the focus will be on the families' story Increasingly, television is turning into an infomercial medium Dan Longest, ABC senior vice president for integrated marketing and promotion, said it was a perfect match to secure the leading home-appliance and tool maker for a program he called "home improvement on steroids has signed on as chief sponsor of ABC's "Extreme Makeover: Home Edition," a six-episode series that is in production and expected to air beginning in early 2004 ABC and Sears said Wednesday the programs will showcase Sears products such as Craftsman tools, Kenmore appliances and Lands' End home furnishings while telling the stories of hard-luck families whose homes are selected for free home makeovers The new ABC program will carry scenes of trips to Sears stores, trucks delivering merchandise from Sears to the homes and visits by Sears repair workers who will use Craftsman tools in their home-improvement work In a new partnership that underscores the widening reach of product replacement, Sears, Roebuck and Co " "Talk about nail on the head â€â€? even their branding, 'The Good Life,' that's what the show is about," he said The New York Times, which first reported the partnership Wednesday, said Sears is thought to be paying more than $1 million for the deal "It's obviously something that needs to be integral or natural to the program, which in the case of home improvement is a totally logical and authentic place for Sears to be," McDougal said The head of an advertising watchdog group said the new show extends a disturbing trend of more and more embedded ads on television Sears commercials also will be aired as part of the package But an ABC official confirmed that it represents the television network's biggest branded-entertainmen t deal yet Sears, meanwhile, gets to promote its products in prime time to a bigger audience than the one that stays tuned in during commercials "'Extreme Makeover: Home Edition' is not a regular program â€â€? it's an infomercial for Sears," Gary Ruskin, director of Commercial Alert, said Wednesday from Portland, Ore "Consumers would not be fooled by forced sponsorship Sears Backs ABC Series Showcasing Tools Dec 4, 1:04 AM EST Coming soon: a reality TV series starring Sears tools and appliances "It's a great opportunity for us to partner with a new show on prime-time network TV that portrays Sears as the ultimate home solution partner," said company spokesman Ted McDougal Sears officials also said they have been sensitive to criticism about branded entertainment Both ABC and Hoffman Estates, Ill -based Sears declined to discuss the financial terms "It's not just product placement, it's product integration, plot placement, title placement, paid shills, virtual ads A special hour-long premiere was scheduled to air Wednesday night federal law strictly limits stem cell research and Reeve has criticized the government's stance com U Israel is a major center for stem cell study, which is championed by Reeve as offering hope for people with spinal cord injuries The 50-year-old actor was paralyzed from the neck down in a riding accident in 1995 In April, he said social and religious conservatives "have had undue influence on the critical debate "There have been many times when things were thought to be impossible, and now it's routine," he said, noting test-tube babies, heart transplants and walks on the moon " During his trip, Reeve will meet injured Israelis, including Elad Wassa, a 25-year-old Ethiopian immigrant paralyzed from the chest down in a Palestinian suicide bombing in May 2002 He planned a news conference Tuesday at the Weizmann Institute of Science in the city of Rehovot, south of Tel Aviv, where some of the research is being conducted S Many scientists believe stem cells from human embryos could be used to treat a vast array of conditions, from spinal injury to diabetes and Parkinson's disease â€â€?â€â€?â€â€? On the Net: http://www apacure Shalom said that Israeli scientists are working on solutions Reeve Implores Israel to Help Disabled Jul 29, 6:22 AM EST Beginning a five-day trip to Israel to study advances in spinal treatment, former "Superman" actor Christopher Reeve appealed for urgent research to help victims of injuries and illness Reeve has corresponded with Wassa He urged scientists not to be deterred by the size of the challenge of rehabilitating badly injured people "We hope together to bring them new hope and a better future," he said "It's important that scientists realize the sense of urgency, that every day counts for patients," Reeve told Israeli Foreign Minister Silvan Shalom on Monday |
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