Random House, Stewart in Placement Pact

NEW YORK Random House, a unit of Bertelsmann AG, is sponsoring the first full-episode product integration for NBC’s highly anticipated new reality show, The Apprentice: Martha Stewart, which debuts Sept. 21.

Other sponsors developing full-episode integrations in the program include the Buick division of General Motors, Westin Hotels and Resorts, and Delta and Song Air Lines. Tassimo, the high-end coffee maker from Kraft, has also committed to a major segment in the program, sources said.

For the Random House integration, the two teams of Martha wannabes will be tasked with rewriting a classic fairy tale, with one group revising “Jack and the Beanstalk” and the other reworking “Hansel and Gretel.”