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What is the purpose of entertainment TV?

For decades the answer was simple: provide enough enjoyment to hold an audience’s attention so they will also pay attention to advertising messages.

Today capturing and keeping the attention of the audience is more complicated. Technology has given people more choices in entertainment programming and more ways to consume it. It has also given them new ways to avoid advertising.

The new reality for television networks and advertisers is that they must find ways to give viewers a better experience and give them a reason to care.

A new program coming to Pop TV this fall is planning an innovative approach to do both.

The Stu and Laurie Variety Hour aims for a higher purpose in TV entertainment. The show will feature big-name musical guests, sketch comedy, prizes and giveaways, dancing, stand up, and other family entertainment that is designed to bring the generations together and counter the negativity and divisiveness that is common in the world today.

And it is also adopting a cause everyone can get behind: supporting U.S. military veterans.

Stu and Laurie are partnering with Tee It Up for the Troops, a non-profit that raises money for veteran support programs through golf fundraising events, sponsorships and direct donations. As part of the partnership, the show is donating more than $3 million in TV time to help Tee It Up for the Troops expands its reach and impact.

tee-it-up-for-the-troops“We want to use TV entertainment to make a difference, and this partnership is a great way to do that,” said Stu Newmeyer, Executive Producer and cohost of the show. “We are planning to do location segments from military bases and golf courses, USO shows, overseas uplinks, annual telethons, and many other special features to raise money for helping our veterans.”

Another way The Stu and Laurie Variety Hour wants to make a difference is by creating a better experience for viewers and the brands that want to connect with them.

It is pioneering a new concept for commercial TV­—TV without commercials. Instead of advertising, the show will feature sponsor segments that are seamlessly integrated into the entertainment. Viewers experience the brand in creative, compelling ways that are not commercial interruptions.

Brands benefit too. Sponsor segments help them build trust and likeability by telling their story in the context of the program. They take the form of product placements, songs, sketches, product demos, contests and other programming created by award-winning television scriptwriters.

This is a big idea that could become the future of brand-building on TV. Traditional advertising doesn’t work like it once did. People don’t want to be sold on the reasons you think your brand is better. They don’t want something different. They want something that creates difference. Linking a brand to entertainment with a mission like The Stu and Laurie Variety Hour is a way to make a difference that is meaningful to today’s consumer.

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About the Stu and Laurie Variety Hour

The Stu and Laurie Variety Hour is a classic variety show updated for today. Its star-studded family entertainment is designed to bring the generations together. The program features big-name musical guests, sketch comedy, spectacular dancing numbers, stand-up, and games and giveaways that appeal to the Boomer and Millennial demographics. It is also the first television show to completely integrate branded entertainment into the programming to replace TV advertising. Brands can connect with TV viewers in more relevant, meaningful ways through sketches, songs, product placement, demos and other storytelling techniques. For more information on promoting your brand on The Stu and Laurie Variety Hour, contact John Gregory Olson at 888-328-3830.