MyNetworkTV Teams With Wal-Mart Clothing Line to Promote New Series

Oct 16, 2006  •  Post A Comment

MyNetworkTV has whipped up a promotional campaign with Wal-Mart’s Metro 7 women’s apparel line to raise awareness of “Watch Over Me,” one of the 13-week drama series that will debut in early December on the network.

The collaboration was announced at the Metro 7 show during Los Angeles Fashion Week, where it also was to launch, with attendance by “Watch Over Me” star and Metro 7 spokesmodel Dayanara Torres and cast members of MyNetworkTV’s current dramas, “Desire” and “Fashion House.”

Ms. Torres’ lead character, Julia Rivera, and other female characters on the new series will be outfitted by Metro 7. Promotional spots for Metro 7 featuring Ms. Torres will air during “Watch Over Me,” which will succeed “Fashion House” in the 9 p.m. slot. There also will be tune-in messages in Metro 7 ads in Vogue and Lucky magazines.