Martha Whips Up Sponsors for New PBS Cooking Show

JCPenney, University of Phoenix sign on

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If your salad-tossing technique is getting a little rusty, fear not. The debut of lifestyle guru Martha Stewart’s newest cooking show is right around the corner.

Martha Stewart’s Cooking School will premiere on PBS the weekend of Oct. 6-7, offering viewers a weekly tutorial on culinary basics (like how to properly hard-boil an egg or break down a chicken) and classic recipes (there’s an entire episode dedicated to sauces).

JCPenney has signed on to sponsor the show through its first two seasons (both of which have already been shot), while the University of Phoenix will act as its title sponsor for the first season only. Last December, Penney’s bought a 16.6 percent stake in MSLO and inked a deal to sell a line of Martha-branded goods at its stores. (That announcement so peeved Macy’s, Stewart’s other department store licensing partner, that it tried to block the development of the new line and even filed a lawsuit against Penney’s in August.)

Cooking School is Stewart’s first new TV program since her daytime talk show, Martha, ended its run on Hallmark Channel in May. The show originally aired in national syndication before moving to Hallmark in 2010. Stewart’s other Hallmark program, Martha Bakes, also stopped production after two seasons, but according to a Martha insider, PBS is currently in talks to pick up an updated version of the show.

@adweekemma Emma Bazilian is Adweek's features editor.