The King of Beers is brewing up its own reality TV series.
Anheuser-Busch InBev will be producing an hour-long show for the ABC network that will feature amateur contestants going head-to-head in a variety of competitions including sports, music and cooking.
One episode with feature contestants getting pitching tips from former MLB baseball star Frank Viola, another show will have regular folks competing to perform alongside Lady Gaga and Sting. Contestants were recruited via an online contest and social media sites.
Because ABC limits the consumption of alcohol on camera, nobody will be seen drinking a Bud on the air. But at the end of each episode, winners will toast their success with cold brewskies in hand. And A-B InBev execs say use of the Budweiser logo won’t be intrusive. “We want this to be natural,” the execs explain.
The brewer is part of a trend of advertisers getting back in the business of producing their own TV shows, but this is the first instance of a liquor company creating its own major network television program.
“Bud United presents: The Big Time” will air on Saturday afternoons on ABC for seven weeks beginning January 21, 2012.
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