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Wal-Mart wants to be on reality TV
No. 1 retailer will have its brand appear in episodes of ABC's summer reality series 'The Scholar.'
June 3, 2005: 9:20 AM EDT

NEW YORK (CNN/Money) - It's already the largest retailer in the world. Now, Wal-Mart wants to be a television star. The easiest way to do it? Reality TV, of course.

The New York Times reported Friday that Wal-Mart (Research), for the first time, is becoming a major sponsor of a reality TV show by signing a branded-entertainment agreement with ABC for its new summer series "The Scholar."

The six-week show is slated to debut Monday night, the report said.

According to the Times, the show centers on a competition among 10 high-school seniors from around the country, who will compete before a scholarship committee in a variety of academic exercises, including team challenges, oral tests and question-and-answer drills.

The grand prize: a full college scholarship valued at $250,000.

The report said Wal-Mart will be woven into the show's episodes. For instance, in one challenge, five members of the winning team each receive a $2,000 Wal-Mart gift card to decorate their dorm rooms.

Additionally, the paper said, commercials during the show will promote Wal-Mart and Sam's Club Foundation's scholarship programs.

"We don't usually do sponsorships of any show, no matter what the format is," Betsy Reithemeyer, executive director of the foundation and a spokeswoman for Wal-Mart, is quoted as saying. But she added that "The Scholar" was different because it is a"unique way to get out the message on national television that we're supporting education."

At the same time, the article speculated, it may be a move by Wal-Mart to burnish its public image.

Wal-Mart has been hit with dozens of lawsuits alleging sexual discrimination and practices that cut into employees' pay. And the company recently settled charges it contracted illegal alien workers. Additionally, the retailer continues to face opposition from community groups when it tries to enter some cities and towns.

Industry analysts suggest that the company's rank and file may also be negatively affected by continued bad news about Wal-Mart, such as reports that former Vice Chairman Tom Coughlin padded his expense account with up to $500,000 in improper purchases.

Wal-Mart and ABC declined to discuss the financial terms of the deal, but Wal-Mart said it was paying "well above six figures" for its part in "The Scholar," the paper said.  Top of page

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