Popular video blogger Ze Frank is ending his video blog The Show after a one-year run, with Dewar's agreeing to sponsor the final episodes as well as the show's archives.
The Dewar's sponsorship of The Show, which attracts 100,000 viewers a month, was struck by video service Blip.tv, AdWeek reports. Dewar's will have a commercial at the end of current episodes, and during the show Ze Frank will identify Dewar's as the sponsor.
"This is the new model," explains Dina Kaplan, Blip.tv's chief operating officer. "We're finding ways for brands to interact with a show's audience and the show's creator so they can reach that audience in a much more direct way than is possible in a TV commercial or print ad."
