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NEW YORK Time Warner and General Motors’ Chevrolet division are teaming up to present “The Roots of Country ,” a cross-media package that will sweep across several media from ranging from Life to cable and broadcast network TV. The package is worth $3-4 million, according to a media exec with knowledge of the deal.
The package will include a special issue of Life on the history of country music, a two-hour cable special which also looks at country music and an hour-long live entertainment special for a broadcast network.
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