Blackwell Reference Online

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As most Americans who were not stranded on a tropical island knew, the hot television program of both summer 2000 and winter–spring 2001 was CBS's Survivor. The program about contestants stranded on, and then ceremoniously voted off, exotic and isolated locations was a television phenomenon. Survivor involves physical endurance, group dynamics, Machiavellian strategy, and most importantly for CBS, large commercial revenue. Ratings, advertiser visibility, and network promotion were sky-high for the program.During the April 26, 2001 episode of Survivor: Australian Outback, an announcer told US viewers at the beginning of the broadcast that the program was “sponsored by the 2001 Aztek from Pontiac.” The announcer was not kidding. Less than a minute later, a paid commercial spot for the Aztek aired, touting the vehicle's ability to be used as a camping tent. About nine minutes later, the four remaining contestants of the reality-based game show met host Jeff Probst who informed them of a “reward challenge.” The prize to be rewarded, as described by Probst, was “a Pontiac Aztek; this is a car that converts into a tent…. it's pretty cool.” Later in the program, in what was termed by Bill Carter of The New York Times as “perhaps the longest in-program commercial in television history” (Carter, 2001, p. A1), the winner of the challenge, Colby, is given his prize. As Colby (and the camera) ... log in or subscribe to read full text