KWU Las Vegas, one of the boldest stations in the country when it comes to branded integration, has another unique product placement partnership in the works. The station is preparing to debut an on-set music studio bearing the name of a major music outfit. The "Gibson Showroom at FOX5 Studios" reflects an innovative pact between the Meredith station and the guitar giant Gibson, unveiled as the CES show kicks off in town this week. In addition to naming-rights cash, KWU gets a state-of-the-art studio to host the numerous musical acts that schlep through Sin City. "Of all the things we did well, such as movies and television [star] interviews, what we didn't do well was live music," says Darrin McDonald, vice president and general manager at KWU. "We didn't have a facility for performers to come in and play." KWU does now. The 600 square-foot studio, bearing the Gibson logo prominently, sits in a balcony overlooking the set belonging to KWU's lifestyle show, More. (KWU airs More from 9-10 a.m. and More Access 6-7 p.m.)
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