Procter & Gamble, the world's biggest consumer-products maker, and Wal-Mart, the world's biggest retailer, are jointly creating a made-for-TV movie, in an effort to promote "family-friendly" alternatives to what they say is increasingly risqué TV fare.
The two advertising heavyweights have teamed up on the two-hour Secrets of the Mountain, to be broadcast in April on NBC. The movie, which focuses on a single mother who brings her family to a mountainside cabin, highlights values—such as generosity, honesty and togetherness—that Wal-Mart and P&G executives say are in short supply on television.
P&G is also producing BRIGHTEN BAY, an online soap promoting Cheer which is currently featuring a contest to win a walk on role on AS THE WORLD TURNS.
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