General Electric—the company that once owned the Peacock Network—has signed on to sponsor segments on NBC’s new “Tonight Show Starring Jimmy Fallon” that feature both kids and new innovations.
GE will also sponsor a new app that allows fans to share content from the revamped late-night show.
“This type of first-mover, innovative content is exactly what GE is looking to develop with our media partners and we’re excited to be an inaugural partner with Jimmy and ‘The Tonight Show,’” said Linda Boff, GE’s executive director, global brand marketing, in an statement.
The first GE-backed sketch will appear next Wednesday, two days into the new show’s run, NBC said.
Two more sketches will appear in 2014.
Read More: Variety, Broadcasting & Cable
Brief Take: Fallon hasn’t been afraid of brand integration before, and the GE deal is one of several that NBC is teeing up for the new show.
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