Notes from the media landscape: Felines are the stars in Meow Mix reality show

We know reality TV contestants can be catty, but this is taking it to a whole new level. Meow Mix cat food is unveiling three-minute segments beginning June 16 showing cats from various shelters living in the Madison Ave. Meow Mix house as they vie for a job as feline VP of research and development at the company. The segments will unfold over a 10-week stretch and will air during the Friday 9 p.m. slot on Animal Planet. The savvy marketing move is meant to raise awareness for the brand, while touting the need for pet adoptions. A panel of judges will rate the felines for 'best purr' and 'top post-climber,' and like many reality shows before it, one contestant will be voted off each week. The cat cast-offs will be moved to a permanent home - a year's worth of Meow Mix booty in tow.
By Staff 
June 13, 2006

We know reality TV contestants can be catty, but this is taking it to a whole new level. Meow Mix cat food is unveiling three-minute segments beginning June 16 showing cats from various shelters living in the Madison Ave. Meow Mix house as they vie for a job as feline VP of research and development at the company. The segments will unfold over a 10-week stretch and will air during the Friday 9 p.m. slot on Animal Planet. The savvy marketing move is meant to raise awareness for the brand, while touting the need for pet adoptions. A panel of judges will rate the felines for ‘best purr’ and ‘top post-climber,’ and like many reality shows before it, one contestant will be voted off each week. The cat cast-offs will be moved to a permanent home – a year’s worth of Meow Mix booty in tow.