In conjunction with Meow Mix, Animal Planet channel has created a new reality show starring cats. Ten of them, which have been picked from animal shelters from all over the country, will live in a house in New York in the mode of "Big Brother" or "Survivor." The grand prize will be an executive-level position with Meow Mix cat food.
Ira Cohen, the company's director of advertising and marketing said "This thing is very tongue-in-cheek."
The Meow Mix House cats, from shelters or rescue groups such as the American Society for the Prevention of Cruelty to Animals in New York, Touched by an Animal in Chicago and Kitten Rescue in Los Angeles, will themselves be gaining new homes.
As the cats are put through their weekly paces in contests including best purr and top post-climber, a panel of judges will decide who stays and who goes. When a cat is voted out, it will move to a permanent home and get a year's supply of Meow Mix as a consolation prize.
The funny thing about this promotion is that it will probably really do well. It's unique, appeals to cat lovers - who are numerous, and is shown as a show within a show, rather than as a commercial. That, and it supports a good cause as it increases awareness of pet adoptions.
The three-minute segments will be shown in the 9 p.m. EDT hour Friday on the Animal Planet channel for 10 weeks in a row, starting on June 16.
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