Microsoft and Windows 7: A Family Guy affair

Seth MacFarlane and friends. Credit: Fox ONE.

Microsoft is trying a new spin on an old method to promote its new Windows 7 operating system this fall.

Taking its inspiration from the old Texaco Star Theater -- television's first big hit, in the 1950s, with Milton Berle hosting a variety show and becoming a fixture in U.S. living rooms -- the computer giant is teaming with "Family Guy" creator Seth MacFarlane to sponsor a variety show to air on the Fox network on Nov. 8. 

The show will run without commercials, and instead promises to feature "unique Windows 7-branded programming that blends seamlessly with show content." Although Microsoft would not give away any specific songs or gags, look for MacFarlane and his “Family Guy” co-star Alex Borstein to offer up jokes, songs and cartoons that include clever references to Windows, and maybe even Microsoft's PC guy.

Gayle Troberman, Microsoft's general manager of advertising, said MacFarlane offers what is so rare these days: an opportunity for a mass marketer like Microsoft to appeal to a wide mix of demographics.

In addition, Troberman said, the diversity of the variety show -- mixing comedy, music, animation and live entertainment -- represents "a great opportunity for us to integrate the brand in a fresh and interesting way. It brings to life the power of what Windows can do for consumers."

The show, which has a working title of “Family Guy Presents: Seth & Alex’s Almost Live Comedy Show,” is scheduled to air Sunday, Nov. 8, at 8:30 p.m. EDT and PDT. Although producers clearly have to tread carefully in the world of product placement,  viewers may be growing more comfortable with the concept and may even prefer these intrusions to commercial breaks.

Troberman wouldn't say what Microsoft was paying for the privilege, but Fast Company reported last year that "Family Guy" charged $200,000 for a 30-second spot. Since Microsoft is taking the whole 30-minute show, it's probably spending a pretty penny.

Still, Microsoft has to be careful. While about the only thing Troberman could remember about Texaco Star Theater was the sponsor, Microsoft doesn't even get its name in the title of MacFarlane's show. But at least it will probably keep other names out of the show -- like Microsoft rivals Apple and Google, who distributed MacFarlane's "Cavalcade of Comedy" online.

-- Dan Fost

Comments

[M Leonard]

I don't know about anyone else, but the whole "integrated advertising" aka product placement doesn't work for me when it's obvious and intrusive as in the recent episode of "Gary Unmarried" where they spent about a minute talking about KFC roasted chicken - I couldn't tell if the writers were trying to make it so bad it was funny, or if it was just that bad.

So when Dan says "viewers may be growing more comfortable with the concept and may even prefer these intrusions to commercial breaks" - I'd have to vote "NO".

Plus, commercial breaks give me a chance to run away from the TV for a bit.

[Art Posh]

Now I understand the phrase "Jumped the Shark".

[mark]

The show lost me when the Hitler skit wearing an Palin/Channey pin. Its a cartoon so leave your political opitions to yourself Sethy. Obammy isnt any better than the last so why dont you start picking on him...Oh thats right you would have to defend your racist right!