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Preparing for the day when government subsidies will dry up, the Public Broadcasting Service (PBS) and its stations are moving ahead with licensing deals.
PBS has come under criticism for not making enough money from popular characters on such shows as "Barney" and "Sesame Street," even though PBS doesn't own them.
Recently, however, PBS signed a licensing deal with United Media, licensee for "Peanuts" and "Marmaduke." The agreement covers the use of the PBS logo, brand name, trademarks, and the animated "P-Pals" logo characters on computer software, educational and developmental toys, CD-ROMs, games, and books.
Unlike "Barney" and the "Sesame Street" characters, PBS created the P-Pals, who communicate value lessons between preschool shows on PBS.
"PBS did a thorough review of licensing agencies to do licensing for the P-Pals," said Janine Hallisey, vice president of marketing and sales for United Media, New York. "They wanted help protecting their PBS logo in merchandising so that it's properly used."
An educational advisory board will be appointed by representatives of PBS and United Media to ensure consistently high educational standards. "It's relatively unusual, but it's important in this program," said Hallisey. "If we claim a product is educational, then we need to have professionals tell us it is educational."
According to a PBS survey, the PBS logo represents the words informative, educational, enlightening, respecting intelligence, responsible, and unique. "PBS is very trusted, and we want to make sure the trust stays," said Hallisey. "We feel there's great value in the logo. It's classic and long-term."
In March, PBS worked out a deal with MCI to place its programs in multimedia formats including online services. Last year, PBS signed with Turner Home Video to distribute its home video products. PBS president Ervin S. Duggan said licensing revenue is expected to be an important new source of support, but it's not intended to replace proposed cuts in federal funding.
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