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FISHRGAME
_____________
Feature
Story -
"Images"
- the small
TV screen connected to a computer or inside a tv
set -- fits the big picture Donald Trump envisions
for his continued success in showing people how he
makes big bucks, from anything that can be seen on
the TV monitor.
-----
The Donald
is using the best of product placement techniques,
ever invented, to produce -- "The Apprentice".
-----
"And Why
Not," says publisher/entertainer Troy Cory . . .
"that's exactly what you are supposed to do . . .
especially when you're both the star and also the
producer . . . it's very effective. Look at what
his good friend, Ron Rice, has done with his suntan
lotion, Hawaiian Tropic and his beauty pageants
performing within our "China Moon Concert" -
series, during the last decade in the People
Republic of China. It's a great thing . . . it's
"promotion in motion."
In
keeping with our "Images" theme,
we have selected the
Gemini by birth, Donald Trump, as one of TVInews
December 2004, Persons of the Week. His foresight
and ability to make the right changes at the right
time, has all added up to, what most conservatives
would say, "a blessing from God". That is, he knows
his Ps and Qs. He understands that you have to mix
in a little "Divinity" with "Government
Order".
Donald
Trump's ability to market ideas,
uses
candy in this week's segment, to show the viewer
the Ps and Qs, on how to finance a TV program and
introduce a new Mars candy bar.
-----
Branded
big name manufacturers are standing in line to team
with "The Donald" -- to place their goods center
stage on 'The Apprentice'. Producer Mark Burnett
says that all of the products used on the show --
"fit the show's business theme."
-----This
season on NBC's hit series "The Apprentice," the
Donald has been sharing the spotlight with several
other big names -- brand names, that is.
-----
Beginning
with the season premiere in September, when two
teams battled to design a new toy for Mattel Inc.,
producers of the so-called reality show have
regularly and seamlessly woven major advertisers
into their story lines. Forget traditional product
placement, when a bag of Tostitos or a box of Pop
Tarts appears like a prop in the background of a TV
show. On "The Apprentice," entire episodes have
been built around Procter & Gamble Co.'s Crest
Refreshing Vanilla Mint toothpaste, Levi Strauss
& Co. denim jeans and Pepsi-Cola North
America's Pepsi Edge.
-----
What
viewers aren't told is that companies are paying
"product integration" fees of up to $2 million to
put their goods center screen, plus in some cases
hundreds of thousands more to buy ad time from NBC.
That money buys them a large measure of control
over how their products are portrayed. Company
executives even appear on the show, which stars
real estate mogul Donald Trump.
-----
"The
products have become the stars of the show," said
Gary Ruskin, executive director of Commercial
Alert, a Portland, Oregon-based nonprofit group
that monitors "ad creep" into entertainment
programming. "I wonder how Mr. Trump feels now that
he's been upstaged by Crest?"
-----
How
much control do the show's corporate partners have?
Just ask the folks at Mars Inc., whose new M-Azing
candy bar is featured on tonight's episode. They
say they nixed a suggestion from producers of "The
Apprentice" to mimic the classic "I Love Lucy"
episode in which Lucy and Ethel worked a speeded-up
candy assembly line. The company feared the
inevitably chaotic outcome would send the wrong
message about the bar, which is filled with M&M
bits.
-----
"We
have strict regulations and high quality
standards," said Janis Smith-Gomez, vice president
of marketing for Masterfoods USA, the snack food
division of Mars. "That's what M&M candies are
all about. It isn't some Lucille Ball-schlocky
product."
-----
Viewers
tonight will see the show's five remaining
contestants competing to make candies good enough
to pass inspection by 10 Masterfoods
quality-control officers.
-----
In
an era when networks and advertisers are becoming
increasingly concerned about the threat of
commercial-zapping digital recording devices such
as TiVo, "The Apprentice's" blend of promotion and
drama offers an alternative to 30-second spots.
-----
Mark
Burnett, the show's creator and executive producer,
is seen as the king of this kind of blurring. In
his CBS show "Survivor," hungry contestants
competed for Pringles potato chips.
-----
"It's
an innovative, new, fun way of selling," said
Burnett, whose production firm pockets the fees
companies pay to get their products embedded in
"The Apprentice."
-----
A
former British paratrooper who once hawked T-shirts
on Venice Beach, Burnett disagrees with critics who
say his show has morphed into a high-end
infomercial.
-----
"The
show is entirely about entertainment," Burnett
said, adding that instead of turning viewers off,
the corporate presence bolsters the show's
credibility." 'The Apprentice' is supposed to be
about business, so it's very appropriate to have
these big companies with name brands testing these
young guns who want to make it big."
-----
Each
week, two teams of ambitious young competitors are
assigned a task to test their ingenuity. At least
one member of the losing team gets bumped from the
show each week, when Trump says, "You're fired!"
The winnowing comes to an end Dec. 16, when the
surviving contestant will win a six-figure job
working with the unabashedly self-promoting Trump.
Although the show's ratings are down from last
season's stunning numbers, "The Apprentice" remains
one of TV's top hits.
-----
In
the first season, Burnett said, corporations didn't
line up to participate in the show. "The
Apprentice" contestants had to make do with
low-tech tasks such as selling lemonade and
operating rickshaws.
-----
But
when the program took off in the ratings, Burnett
said, his phone began ringing.
-----
Though
some industry observers had predicted that
product-focused plotlines would turn off
sophisticated consumers, those worries appear to
have been unfounded. NBC Entertainment President
Kevin Reilly said viewers weren't complaining.
-----
"We're
a consuming society. Products are a part of our
lives, so we can relate to them," Reilly said.
"It's only when we put products out there in an
awkward and clumsy way that it screams crass and
commercialism."
-----
For
viewers and for advertisers, Reilly said, "it's a
big win-win." He predicted, "All of the networks
are going to be doing more of this as the business
evolves."
-----
So
far, companies that have teamed with "The
Apprentice" have been pleased with the results.
-----
Mattel
has put Morph Machines, the toy that "Apprentice"
team members invented, into production. The toy is
priced at $27.99 on the Toys R Us Web site. It is
due on store shelves in January, said spokeswoman
Sara Rosales. She called the show "a fabulous
opportunity to highlight our talents and our Mattel
brands."
-----
Procter
& Gamble, which launched its Crest Refreshing
Vanilla Mint toothpaste on "The Apprentice" in
September, said it received 800,000 hits on its Web
site within two hours of the broadcast. About
40,000 viewers requested samples.
-----
Pepsi-Cola
North America also reported a jump in visitors to
its Web site last week after an episode aired in
which teams had to design a bottle and marketing
campaign for a new soft drink, Pepsi Edge. The
company is sponsoring a contest to win tickets to
the show's finale in New York. Some entrants will
get "limited-edition replicas" of the winning
bottle.
-----
"We're
always trying to reach consumers in new and unique
ways," said Lauren Hobart, director of diets and
flavored colas. She noted that the bottle-design
contest received additional airplay when Katie
Couric did a segment on it the next morning on
NBC's popular "Today" show. "We got good PR beyond
the show."
-----
Mars
executives began discussions with "The Apprentice"
producers last spring after getting a call from
Burnett's company. Executives from the candy
company's procurement, marketing and legal
divisions met with Burnett's production team to
kick around ideas. Both sides agreed that shooting
inside a chocolate factory would make for good
television. But Mars executives were reluctant to
allow cameras inside their main factory near
Chicago for fear of revealing production
secrets.
-----
Instead,
Mars refurbished its "pilot plant" in Hackettstown,
N.J., for the "Apprentice" segment, leaving only
the equipment necessary to make the bars.
-----
In
June, the factory was "locked down" with limited
access for M&M workers, who signed
confidentiality agreements promising not to discuss
the segment until it aired.
-----
During
the nearly 48 hours that Burnett's crews spent
shooting in the factory, 24 people from the candy
company's machinery, standards, ingredients and
research and development divisions were on hand. If
the M-Azing bars didn't pass muster,
quality-control officers decreed, the "Apprentice"
candidates couldn't sell them.
-----
"There's
a lot of time, research, energy, technology and
science to produce the utmost in perfection in a
chocolate bar," said Jeffrey Moran, a company
spokesman.
-----
Mars
is counting on "The Apprentice" to deliver that
message to its customers. "That's how you create
brand evangelists," Moran said.
Back
Issues are now available from 1956 to present
date.
///
Center
Page / Profile
TIMELINE:
http://www.nbc.com/nbc/The_Apprentice/bios/Donald_J._Trump.html
/Donald John Trump - Born
June 14, 1946.
Birthplace: New York, New York.
Best Known As: New York real estate mogul who says
"You're fired!" on his TV hit show "The
Apprentice."
-----
1966 - After
attending the Wharton business school, he joined
the family real estate business. A self-promoting
and flamboyant dealmaker, he was able to secure
loans with minimal collateral in the free-wheeling
1980s and created an empire in real estate,
casinos, sports, and transportation. Trump Shuttle
(bought in 1989), he retained Trump Tower in New
York City and control of his three casinos in
Atlantic City.
-----
By the 1970s had made himself a deal-maker in
Manhattan, somehow getting city government and
banks to finance his ambitious developments.
-----
In 1977 Trump married model Ivana Zelnicek and
had three children with his wife Ivana: Donald Jr.,
Ivanka and Eric.
The Marriage ended in divorce in 1990.
-----
In 1982 - he built
the grandiose Trump Tower on Fifth Avenue, and soon
he moved into the casino business in New
Jersey.
-----
Outspoken and flamboyant,
Trump was a favorite of the press, and his two
marriages and subsequent divorces were regular
tabloid.
-----
(1988) - Book: The Art of
the Deal, An
accomplished author, Mr. Trump's first
autobiography, The Art of the Deal, has
become one of the most successful business
best-sellers of all time, having sold in excess of
three million copies, and being a New York Times
number one best-seller for 32
weeks.
-----
(1990) - Book:
Surviving at the Top
-----
By 1990, however, the
effects of recession had left him unable to meet
loan payments. Although he shored up his businesses
with additional loans and postponed interest
payments, mounting debt brought Trump to business
bankruptcy and the brink of personal bankruptcy.
Banks and bondholders lost hundreds of millions of
dollars but opted to restructure his debt to avoid
risking losing even more in a court fight.
-----
-In 1990 Trump was
suddenly on the skids, finding himself over $900
million in debt and facing bankruptcy.
-----
In
1993 Trump was married
to Marla Maples. They had one daughter,
Tiffany.
------
By 1994, Trump had
eliminated a huge portion of his $900 million
personal debt and reduced substantially his nearly
$3.5 billion in business debt. Forced to relinquish
the Trump Shuttle (bought in 1989), he retained
Trump Tower in New York City and control of his
three casinos in Atlantic City.
-----
(1997) - Book: The
Art of the Comeback.
The sequel, to
Surviving at the Top, was on The New York
Times best-seller list and was also a number one
best-seller as was his first book, The Art of
the Deal.
-----
In 1998,
the Trump International Hotel and Tower opened
its doors to the world. This 52 story
mixed&endash;use super luxury hotel and residential
building is located on the crossroads of
Manhattan's West Side, on Central Park West at
Columbus Circle. It is designed by the world-famous
architect, Philip Johnson, and has gotten the
highest sales prices and rentals in the U.S. It is
one of only three hotels in the United States that
has received 5 Stars from Mobil for both the hotel
and restaurant. It has also received the Five Star
Diamond Award from the American Academy of
Hospitality Services.
-----
In 1999, Trump
announced publicly about running for the U.S.
presidency, then decided against it.
------
In June 2000, he received the Hotel and Real
Estate Visionary of the Century, given by the UJA
Federation, after the
rebound --
he was again worth over a
billion dollars.
-------In
2002, Trump purchased the fabled Delmonico
Hotel, located at 59th Street and Park Avenue. It
has been developed, into a state-of-the-art luxury
35 story condominium to be named Trump Park Avenue.
It is Trump's desire to make this one of the most
luxurious buildings ever built in New York City.
The square foot prices of these apartments are
setting new records. Another of Trump's new
ventures in 2002 included the $600 million Trump
Grande Ocean Resort and Residences in Miami Beach,
Florida, in partnership with a large local
development company, and a super-luxury 60 story
condominium tower on the Las Vegas strip.
------
In 2003 Trump was named to the Benefactors
Board of Directors by the Historical Society of
Palm Beach County.
------
In the Spring
of 2003, Mr. Trump partnered with NBC and
executive producer Mark Burnett on "The
Apprentice," reality drama that would feature Mr.
Trump, members of his staff and many of his
properties. In addition to hosting, he served as
executive producer on the project.
-----
(2004) - Book: How to Get Rich -
The
America We Deserve, Mr. Trump's fourth and most
recent book, is a departure from his past literary
efforts. This books deals with issues most
important to the American people today and focuses
on his views regarding American political, economic
and social problems.
------In
2004, In January of 2004, NBC telecast the
first of the television reality show, "The
Apprentice." This quickly became the #1 new show on
television, made history in ratings and has
received great reviews. Few shows have garnered the
worldwide attention of "The Apprentice."
------
2004-05 Trump has signed
to continue in this role for the 2004-05 television
season.
-----
His books include Trump:
The Art of the Deal (1988),
-----
Trump: Surviving at the
Top (1990),
-----
Trump: The Art of the
Comeback (1997) and
-----
Trump: How to Get
Rich (2004).
-----
In April of 2004,
Trump announced his engagement to model Melania
Knauss, a 33-year-old native of
Slovenia.
///
ByLines:
Editors Note
Donald Trump's name
is synonymous
with New York and
Florida's sunshine and beauty pageants, in fact
that was where TVI magazine's publishers first met
him, in 1996 at one of Ron Rice's Hawaiian Tropic
functions. Trump married one of the Hawaiian Tropic
Pageant winners, Marla Maples. Trump got his start
in his father's New York real estate business, and
fodder. (Trump was married to model Ivana Zelnicek
Trump and had three children with his wife Ivana:
Donald Jr., Ivanka and Eric.
Other business tycoons of Trump's era selected as
TVI's Person of the Week include Bill Gates,
Richard Branson, Paul Allen and Jeff
Bezos.
NBC: The
Apprentice
-----Extra credit:
Trump's nickname is "The Donald". Trump is famous
for his objection to handshakes; a 1999 Time
magazine article quoted him as saying "I think the
handshake is barbaric. Shaking hands, you catch the
flu, you catch this, you catch that, you catch all
sorts of things." Another germophobic casino-owning
billionaire was Howard
Hughes.
-----A
schoolboy's dream…a competitor's challenge.
Donald J. Trump is the very definition of the
American success story, continually setting the
standards of excellence while expanding his
interests in real estate, gaming, sports, and
entertainment. He is the archetypal businessman
&endash; a deal maker without peer and an ardent
philanthropist.
--//
TVI
Magazine ONLINE / IS YOUR INDUSTRY WEB SITE Ready
for the future?
-----
TVI
Magazine introduces here a new marketing forum for
the international television industry: a dynamic
online service on its Web site. TVI Magazine will
now effectively serve the new marketing needs of
all entertainment companies with a tool that offers
almost instantaneous promotion updates. Company
promotional material that appears on TVI Magazine's
Web site can be hyperlinked with the company's own
URL. TVI Magazine can also link the ads to a
special Web page for the advertiser and then link
that page to the advertiser's
URL.
-----
To
ensure that visitors find their way to promotion
information and product updates, TVI Magazine is
listing TVI Magazine Online on more than 250 of the
world's most popular search engines and electronic
directories.
-----
Online
ad space can be purchased in monthly increments
(with a one-month minimum). At renewal time,
advertisers can change their ad and/or move it to
another space if one is available. The TVI Magazine
Web site will indicate the total number of hits on
the home page per month and per day, enabling
advertisers to monitor their reach and billings
regularly.
-----
TVI
Magazine has two key pages for ad placement: the
index page (home page) and the main page (main page
of articles). Less expensive ad space is available
on article pages. Advertisers can provide the
artwork and/or logo, either by submitting the file
electronically or via an existing graphic on the
Web that TVI Magazine's online team can
grab.
-----
Most
ads can be posted on the TVI Magazine site within a
few hours. However, in the event that any graphic
manipulation is required, one must allow more time
before the ad is posted, usually two to seven
business days for a static banner and up to 10
business days for an animated banner ad.
-----It
just goes to show you, says Troy about the TV and
Film industry -- "NOTHING IN THIS WORLD IS
PERMANENT" . . . so follow the
money -
- and
take some advice from a dinner-time chat with
"Stonehead" --
Disappointments Are Great! Follow
the Money . . . the Internet and the Smart- Daaf
Boys.
///
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Respectfully
Submitted
Josie
Cory
Publisher/Editor
TVI Magazine
TVI
Magazine, tviNews.net, Associated Press, Reuters,
BBC, LA Times, NY Times, VRA's D-Diaries, Press
Releases, They Said It Tracking Model, and
SmartSearch were used in compiling and ascertaining
this Yes90 news report.
©2004 Copyright. All rights
reserved by: TVI Publications, VRA TelePlay
Pictures and Big Six Media Entertainments. Tel/Fax:
323 462.1099.
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