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CNN Names Sponsors for Larry King Tribute

CNN Ad Sales signed up GlaxoSmithKline and ING Direct as corporate sponsors for the network’s 50th-anniversary tribute to Larry King.

The two sponsors will have comprehensive advertising packages surrounding the network’s special Larry King anniversary coverage, which will culminate in a week-long tribute event April 16-22. Both companies will have sponsorship packages that include commercials, tagged tune-ins, tagged print ads and on-air billboards.

Commercial and on-air billboards for both sponsors will run during two key programming initiatives: a week of special guests and interviews on King’s show titled Larry King Live:King-Sized Week, running April 16-22 at 9 p.m.; and a two-hour documentary, CNN Presents: Larry King, 50 Years of Pop Culture, which will air April 18 at 9 p.m.

The sponsorship packages will also include on-air billboards on specially produced short pieces showing highlights from King’s interviews, with commentary provided by none other than King himself. The segments will air across all CNN networks leading up to and continuing through the special week-long programming tribute.

Guests on Larry King Live:King-Sized Week will include Oprah Winfrey, Katie Couric, former President Bill Clinton and Bill Maher.

The two-hour special is a documentary that will focus on the last 50 years of pop culture as seen through King’s bespectacled eyes.