Proctor & Gamble's increasing appetite for branded content deals has included integration on The Apprentice and Survivor, and it may be planning a weekly TV series on a still-unnamed Discovery Network channel, writes AdAge (via MediaBuyerPlanner). The new show would be based on the company's online newsletter and website, Home Made Simple - a relationship marketing vehicle for brands such as Tide, Cascade, Febreeze, Dawn, Swiffer, and Mr. Clean - which provide cleaning tips, recipes, and home care and decor advice. People familiar with the deal have declined to comment or share any further information.

Rob Steele, P&G's group president for North America, whose division oversees communications planning and media buying, is said to be pleased with the retail promotional tie-in opportunities presented by branded content deals. If Home Made Simple makes it to TV, its already established website, popular with 6 million opt-in subscribers, could bring marketing muscle to the program.

Discovery stands to gain from the possible program, as it needs to bring back women as viewers. Male-targeted shows such as American Chopper and Monster Garage are performing well, but home-focused Trading Spaces has been declining in the ratings.

In a related subject, a P&G spokeswoman also declined to comment on another branded entertainment deal which will have P&G's Tide detergent featured on an upcoming episode of NBC's Apprentice: Martha Stewart.