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In real estate, as in advertising, location is key. To that end, a group of home builders in the San Francisco Bay area is backing the creation of a local half-hour television show they hope can reap better returns than print ads or TV spots.

The show, Bay Area New Home Living Featuring Sunset Magazine, was the brainchild of independent agency Gauger & Santy in San Francisco, which represents several of the builders. The first segment aired this weekend on KPIX, and seven more episodes are in the works.

“We thought it would be a great synergy between the two—offering the Bay Area the editorial content of interest to the home-buying public … and also creating a venue to highlight these new-home communities,” said David Gauger, agency president.

The show includes two- to three-minute “sponsored segments” from the builders, which are interspersed with editorial content on decor, architecture and lifestyle provided by Sunset.

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