This is a follow up to “New Fox Sports TV show produced by … Irvine HDTV maker?” which is about ”Vizio Pro-Files,” a new Fox Sports TV show  produced in part by Irvine-based Vizio.

Obviously, it’s a change in strategy for the company, which has done a few TV commercials (featuring San Diego Charger LaDanian Tomlinson), but mostly relied on retailers, like Costco, and the cardboard box the TV comes in to spread the world about its products.

“Vizio Pro-Files,” which debuts at 11 p.m. Friday night, mentions the company at the beginning and end and that appears to be it.

In between, host Laura Okmin hangs out with today’s football’s stars, exploring their lives off the field. While I thought this would just be a 30-minute TV commercial for Vizio, the first episode has less product placement than a Hollywood movie.  The Vizio logo and its TVs are used in the show’s introduction and ending.

Jason Maciel, Vizio’s director of marketing, said this wasn’t a new show Fox Sports created and then shopped around for a sponsor. It started with Vizio. Actually, Okmin approached Vizio and the two worked on it together to pitch it to Fox.

“We were initially approached by Laura Okmin and LO Productions (co-producers of the show), who presented us with the concept for the program. Laura helped us to reach out to FSN; she has a long -standing relationship with Fox and is a sideline reporter for several NFL games for them,” he said.

Here’s my Q&A with Maciel:

We cannot disclose financial details. We have a 50/50 ownership of the show.

Does Vizio have a say in which commercials get aired between TV segments (as in no Samsung TV commercials)?

As title sponsor we have exclusivity in the category so no competitors can air their commercials in the show.

How prominent will Vizio be in these shows?

The production team did an amazing job integrating VIZIO products into the intro in a way that is very relevant and adds creative value to the show. The VIZIO PRO-FILES logo is used at the opening and closing of each of the show segments.

Has Vizio dropped other marketing, like the TV commercials, other non-TV ads?

VIZIO will continue to use traditional media outlets such as TV, online, radio and print in our campaigns. In addition to traditional media we are always looking for unique ways to reach our target audience.

Any Vizio employees involved with production?

There are no employees involved with the actual production but we are very involved with selecting the athletes that we’d like featured.

Is this the future of advertising?

As media consumption habits continue to change we believe it is essential to find unique ways to reach our audience in ways that are meaningful and relevant. It is important to us to build long-term relationships with our consumers.

Previously on Vizio:

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