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MERCEDES-BENZ JOINS BRAVO AS MAJOR SPONSOR BEGINNING SEPT. 1; JAQUES TATI FESTIVAL OF FIVE ACCLAIMED FILMS KICK OFF SPONSORSHIP

 MERCEDES-BENZ JOINS BRAVO AS MAJOR SPONSOR BEGINNING SEPT. 1;
 JAQUES TATI FESTIVAL OF FIVE ACCLAIMED FILMS KICK OFF SPONSORSHIP
 WOODBURY, N.Y., Aug. 31 /PRNewswire/ -- Mercedes-Benz of North America, Inc. (MBNA), joins Bravo, television's culture channel, as the network's third major sponsor.
 The U.S. importer and distributor of Mercedes-Benz cars will underwrite two international program showcases, "Mercedes-Benz World Cinema," offering award-winning foreign films, and "Mercedes-Benz BBC Showcase," featuring critically acclaimed dramatic series.
 MBNA's new brand campaign spots, developed by the company's new agency Scali, McCabe, Sloves, Inc. will begin airing on Bravo on Sept. 1. The 15-month sponsorship continues through December 1993. Mercedes-Benz will be the exclusive automobile sponsor on the network.
 The Mercedes-Benz sponsorship on Bravo marks the Montvale, N.J.- based company's first major sponsorship of a programming showcase on cable television.
 "Bravo offers its audience a unique and extremely high quality product, making it a natural fit with MBNA," said Albert Weiss, MBNA general manager of marketing communications. "Our partnership with Bravo provides us with a new advertising environment which is uncluttered, exclusive and reaches our target audience. In addition, it complements MBNA's ongoing support of the arts and cultural institutions."
 Joshua Sapan, president of Bravo, commented, "The addition of Mercedes-Benz, an international company committed to the arts, on Bravo reflects our role in providing the highest quality cultural programming from around the world to American audiences."
 To kick off the Mercedes-Benz sponsorship, Bravo will air a special opening night on Tuesday, Sept. 1, featuring five films of the master French filmmaker, Jaques Tati. The evening begins at 8 p.m. with the comic masterpiece, "M. Hulot's Holiday," followed by milestones in French comedy, "Jour de Fete" at 9:30 p.m.; "Mon Oncle," at 11 p.m.; "Playtime" at 1 a.m.: and "Parade" at 3 a.m.
 In January of 1992, Bravo moved to a corporate underwriting format and announced its first sponsor, Texaco, Inc., which sponsors the "Texaco Performing Arts Showcase." In April, Kodak began underwriting independent films on Bravo with the "Kodak Ektar Film Showcase."
 A limited number of national underwriters has the opportunity to sponsor Bravo's program showcases in a select number of categories, including film, jazz and art profiles, to audiences nationwide. Under this new format, Bravo's programming remains commercially uninterrupted.
 Bravo is television's cultural channel devoted to American independent and international films as well as performing arts programs in theater, dance and music. Bravo reaches more than 9 million homes nationwide.
 -0- 8/31/92
 /CONTACT: Caroline Bock of Bravo, 516-364-2222/ CO: Bravo; Mercedes-Benz of North America, Inc. ST: New York IN: ENT ADV SU:


MJ-JS -- PH017 -- 4915 08/31/92 11:21 EDT
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Publication:PR Newswire
Date:Aug 31, 1992
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