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Beermaker Buys “Saturday Night Live”

NEW YORK and LOS ANGELES: Two networks sold TV shows into full sponsorships this week. Microsoft bought the airtime for an upcoming Fox special featuring Seth MacFarlane, creator of “Family Guy.” Beer brewer Anheuser-Bush bought the airtime in an entire episode of “Saturday Night Live” to push its new Bud Light Golden Wheat. The deal marks the first time an “SNL” episode has been sold to a single sponsor.

Microsoft did a deal with Fox’s advertising division, Fox One, to showcase Windows 7 on “Family Guy Presents: Seth & Alex's Almost Live Comedy Show,” the working title for a special to appear Sunday, Nov. 8 at 8:30 p.m. EST and PST. The agreement includes “20th Century Fox Television, Fox Licensing and Merchandising, Fox Sports, FX,, FOX Sports on MSN and Hulu assets,” the software company said.

Microsoft will use the pulpit to pitch its Windows 7 operating system, due on the market Oct. 22.

Anheuser-Busch selected an episode of “Saturday Night Live” to launch its new wheat brew. The beermaker bought all the airtime from NBC Universal for the Oct. 17 episode of the show, which will also include vignettes of vault footage from the show’s 35 seasons--“Backstage with Bud Light Golden Wheat.” The brand was released on store shelves Oct. 5.