This document provides an overview of the proposed television show "Ma, What's For Dinner? Cook With Your Kids" (MWFD). MWFD is a new cooking show on PBS that teaches parents simple techniques to get their kids to eat healthy foods. Each episode will include new recipes created by the host and kids, as well as educational lessons and field trips. The target audience is women and children ages 2-17. The format combines live cooking with animated characters. The document discusses why MWFD is well-suited for its time and market, and how sponsoring the show can enhance a brand's image due to PBS's trusted reputation.

1. Ma What’s For Dinner?
Cook With Your Kids
Corporate Sponsorship Program Overview

2. What is Ma, What’s For Dinner
Ma, What’s For Dinner …Cook With Your Kids, is a brand new television show
being backed by the most trusted broadcast system, PBS.
MWFD is not your ordinary cooking show. With kids underfoot and on the counter,
Moms (and Dads) will learn very simple techniques to get their kids to eat healthy
foods AND to eat what is cooked……..No more tricks. No more sneaking pureed
spinach into muffins and cookies. Kids learn to appreciate the flavors and colors
of food available to them.
MWFD brings the focal point of the family back into the heart of the home, the
kitchen. By inviting the kids into the kitchen to take ownership in the process of
cooking, kids enjoy the fruits (and veggies) of their labor.
MWFD shines a spotlight on the importance of sitting down and eating dinner
together as a family. Eating together 5 times a week has been proven to cause
kids to eat more nutritious and healthy foods, get better grades in school, and less
likely to try cigarettes, drugs, and alcohol.
Target Audience:
Women/Moms….....24 to 55
Children……………2 - 17, a quickly growing market in the cooking show world.
Men/Dads………….24 to 55

3. The Ma, What’s For Dinner Format
Fun and fresh episodes of Ma, What's For Dinner will include...
New Recipes
Each episode, Alex and the boys will create exciting new recipes and
preparing them together.
Educational lessons
Educational snippets will be introduced each episodoe based on a variety
of topics including: math, science, horticulture, social studies, geography,
history, etc.
Celebrity Moments
From time to time, Celebrities and their kids will be featured learning new
tricks and tips to get cooking in their own kitchens, "Cribs" style
Field Trips
Video trips to farms, dairies, food manufacturing facilities, historical sites
fishing boats, schools, grocery stores, farmers markets, etc. will be
included.
Show Specials
Show topics such as Party planning, seasonal fun and cool craft ideas for
kids of every age will be planned for special shows.

4. Why, Ma What’s for Dinner?
• MWFD is universal…Women, Children and Men
• MWFD’s format of combining live cooking with kids and animated characters is
the first of a kind for any cooking show
• MWFD focuses on cooking and preparing meals at home, which is what today’s
consumer is doing more than ever.
• MWFD provides a unique educational and entertainment platform for national
corporations and supporters.
• MWFD is authentic, original, giving viewers a birds-eye view of what happens
in households everyday around the world.
• MWFD is the only cooking show that focuses on one of the biggest challenges
facing moms and dads…getting their kids to eat what they cook
• Multi-platform leveraging and opportunities combining television, the internet,
mobile applications, instore events and more!

5. Right Time, Right Market
What the Experts are saying about the food television market and kids:
“Cooking shows appeal to a child's natural curiosity because they examine processes and
explain how things work.”
J. Alison Bryant
Media and family consulting firm PlayScience, based in Asheville, N.C.
“Cooking shows actually share a number of traits with programs aimed at kids. When cooking
shows come on, they're really accessible for children.”
Daniel R. Anderson
Professor Emeritus of Psychology at the University of Massachusetts in Amherst,
consultant to the creators of "Sesame Street," "Blue's Clues" and "Dora the Explorer"
“As the economic downturn forced consumers to make trade‐offs and buy less, consumers
focused greater attention to at‐home meals and in‐home entertainment. Smart manufacturers
and retailers are taking advantage of this trend by offering creative meal solutions,
collaborating with partners to co‐promote, creating engaging online sites and making it easier
for consumers to relish the joy of cooking.”
Todd Hale
SVP Consumer & Shopper Insights, Neilsenwire
“Every month, 12 million children ages 2 to 17 watch the Food Network. Kids like the shows
because the programs are visual, creative and colorful.”
Bob Tuschman
General Manager and Senior Vice President of Programming the Food Network

6. Meet Ma & The Kids
“I hope that the Ma, What’s For Dinner
series will be an inspiration for moms, dads,
and families everywhere to start cooking and
bonding in their kitchens creating great food,
unforgettable moments and lifelong
memories.”
Alex Fitzpatrick
Creator of Ma What’s For Dinner?

7. Sponsoring Station ‐ Connecticut Public Television
Jer ry F ranklin
President & CEO
Connecticut Public Broadcasting Network
860.275.7220
Fax 860.275.7500
jfranklin@cpbn.org

8. Production Partner ‐ Palace Studios
Chris Campbell
Chris Campbell is an award‐winning film and television writer, producer, and director.
Current member of Board of Trustees of Connecticut Public Television and member of the
Connecticut business hall of fame inducted in 2008.
CEO and founder of Connecticut‐based Palace Productions and Palace Studios with 25
years of experience in Public Television.
Palace Studios Production Credits
 Wings of Madness, a documentary about aviation pioneer Alberto Santos‐Dumont, which aired on
PBS‐NOVA
 Inside the Presidency with Bob Woodward, which aired on The History Channel
 Last Breath collaborative project with Comcast/Outdoor Life Network
 Managing partner in Rabbit Ears Entertainment, LLC, a children’s and family publishing company.
 Rabbit Ears Entertainment has more than than 60 programs currently in distribution around the
world on both broadcast and cable TV, as home DVDs, video and audio tapes and books
 Rabbit Ears audio book series for kids, narrated by names such as Meryl Streep, released in
partnership with Random House in 2007.
 Two‐part feature film, The Witches of Oz, featuring Christopher Lloyd, Lance Henrickson, Sean
Astin, and Billy Boyd being release in 2011.

9. Overview PBS Viewers
• PBS viewers aren’t only a desirable demographic in terms
of features…
• PBS viewers also reflect America.
• PBS is the number one place to reach viewers who are
tuned in to the world around them – engaged in
stimulating programming, and engaged in their
communities.
• And… PBS is America’s first choice provider for factual and
literary‐based content.
– More viewers tune to PBS than to any other provider of similar
programming.
– Ratings for PBS genres consistently exceed those of providers of
similar content.

10. PBS Audiences:
Affluent, Educated, Influential
PBS Viewer INDEX
Own $150,000 + in
150
Stocks
Member of a
Charitable 149
Organization
Own A Vacation
126
Home
Holds a Post
125
Graduate Degree
Written Something
That Has Been 118
Published
0 40 80 120 160
Source: 2009 Doublebase, Mediamark Research Inc.
Index 100 = Average U.S. Adult

11. PBS Audiences Also Reflect America
% Total U.S. % PBS
Full Day Profile TV Households Audience
Race/Ethnicity of Household
Black 12.2% 14.4%
Spanish origin 11.3% 11.8%
Education
<4 Yrs high school 13.9% 12.0%
High school grad. 28.6% 26.6%
Some college 28.7% 27.4%
4+ years college 30.7% 32.0%
Income
Less than $20,000 17.5% 22.0%
$20,000-39,999 20.4% 22.9%
$40,000-59,999 19.5% 18.6%
$60,000+ 44.9% 37.9%
Gender
Men 18+ 37.4% 32.8%
Women 18+ 40.1% 42.8%
Source: Nielsen NPower 4Q09 Time Period & UE Reports, Total Day defined as M-Su 6a-6a

12. PBS Reaches America
PBS is available in nearly every household in America—matched only by ABC, CBS, NBC, and FOX.
That’s right...our coverage surpasses all cable networks!
We’ve got viewers, too. Nearly 62 million people in 39 million households watch public television
during an average week!
National TV Coverage
Percentage of Households with Reception
99% 99% 99% 99% 99%
100%
90% 87% 86% 86% 86% 86% 86% 85%
80%
80%
70%
60%
50%
40%
30%
20%
10%
0%
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Source: Nielsen NPower 4Q09 Time Period & UE Reports, Total Day defined as M-Su 6a-6a

13. We Know PBS Reaches More Households
Than Many Of Our Competitors
Primetime Household AA (000)
1,600
1,370
1,400
1,185
1,200
1,000 898 883
806
800
600 542 513
400
200
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Source: Nielsen NPower 4Q09 Time Period Report, Primetime defined as M-Su 8-11pm

14. PBS Attracts Competitive, Younger
Audiences
PBS Genres & Cable Nets Adults 18-49 AA (000s)
USA 1,285
TNT 970
PBS Sci & Nature 640
A&E 632
Discovery 620
Fam ily 572
History 528
Lifetim e 499
PBS History 480
PBS Dram a 430
CNN 322
Anim al Planet 224
PBS New s & PA 210
0 200 400 600 800 1,000 1,200 1,400
Source: Nielsen TV national People Meter, 09/24/2007-09/21/2008,
MTWTFSS 8:00PM-11:00PM

15. PBS Primetime Programming Reaches
More Adults 35‐64
Primetime Primetime
Adults 35-64AA Ratings Adults 35-64 AA (000)
1.1 800
1.0 722
701
0.9 700 651
0.8 600 576
515 511
0.7 468
0.6 0.6 500
0.6
0.5 0.5
0.5 400
0.4 0.4 0.4
0.4 300
0.3
200
0.2
0.1 100
0.0
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Source: Nielsen TV national People Meter, 09/22/2008-09/20/2009,
MTWTFSS 8:00PM-11:00PM

16. Association with
PBS Enhances
Your Brand Image

17. Sponsoring PBS Programming Does Your
Brand Good
• PBS and PBS KIDS enjoy public trust and high brand equity.
• Recent research by Total Research Corporation shows that
companies recognized as PBS sponsors are seen by
viewers as higher quality.
• This halo effect crosses over multiple categories: financial,
energy, technology and children’s goods.

18. PBS – A Trusted Media Source
For six years in a row, the Roper poll has shown that Americans consider
PBS the nation’s most trusted institution among nationally known organizations!
Percentage of Respondents Who Answered
"Trust A Great Deal" On a Four-point Scale
49%
50%
40%
30%
17%
20% 12%
10%
0%
PBS, Public Commercial Cable Television
Television Broadcast Networks
Networks
Source: Roper Public Opinion Poll on PBS, February 2009.

19. PBS Sponsorship
Case Study Example

20. Lipton Noodle Soup: Clifford
Goals:
Raise the profile of Lipton Noodle Soups among moms.
Increase retail presence in the grocery aisle.
Elements:
On‐air program sponsorship.
Logo and hyperlink placement on Clifford homepages on PBSKIDS.org and
PBSParents.org.
Re‐design of Lipton’s own homepage to accent its relationship with Clifford.
Off‐air promotional arrangement with Scholastic.
Four promotional offers over the course of a full year.
Seasonal promotions with Ronald McDonald House and Wal*Mart.
Result:
Raised profile of Lipton Noodle Soup through on‐air and off‐air relationship
with Clifford The Big Red Dog.
Excellent redemption of self liquidating, promotional offers.

21. Sponsorship Proposal Overview

22. Sponsorship Program Overview
Underwriter Benefits
Underwriting On Air Benefits
 Two enhanced underwriting message spots on each broadcast
 Likely aired at least twice if not more per station – target coverage is 70%
nationally in first season (see case study)
 Inclusion in all press materials, nationally and locally
 Logo placement in all print advertising by participating stations
 Placement in all station program guides as appropriate
 Appearance of host at select corporate events
 Exclusivity for sponsor brand; category; no competing sponsors
Additional Benefits
 Web Site marketing and promotion tie ins
 Planned mobile application exposure for brand
 Potential book tie ins
 Program downloads

23. Underwriter Benefits
Off Air
Ma, What’s For Dinner Website Exposure
 Banners and logos on MWFD website; links to site from PBS sites
 Inclusion in all social networking platforms
 Inclusion of sponsor products in Recipes
 Premium downloads of recipe videos and print pieces
 Sponsorship of “Meal of the Week” online
 Access to WMFD follower database
 Webisodes featuring sponsor products
Other Sponsorship Opportunities
 Host Appearances in store, trade shows, buyers meetings
 Great American National Cook off Contest
 Company name on official MWFD Cookbook
 Participation in school and educational events
 National “Eat at Home” Day event

24. Underwriting Opportunity
WEEKLY PBS SHOW- 13 half hour episodes airing on Public
Television
Sponsoring Station- Connecticut Public Television (CPTV)
CPTV is a major children and family programmer for the PBS system
bringing “Barney”, “Angelina Ballerina”, “Bob the Builder, “Thomas
and Friends” “Saddle Club”, and many other national programs aired
on PBS
Underwriting Season One
 $1,500,000 : 13, half-hour Episodes. Inaugural Season
 Estimated Exposure: 60% of national market or 60,000,000
households (see example case study)