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All of the moves stem from P&G’s efforts to maximize the impact of its advertising and marketing spending. One potential prize for P&G is access to Viacom’s research on buying habits of teens who watch MTV and MTV2. Viacom is generally believed to have the best research on teen buying habits in the industry, which would be invaluable for P&G’s Cover Girl, Tampax and Always, among other brands.

The deal give P&G access to desired programming and increases opportunities for co-marketing programs, Wehling said. For instance, he said P&G could work with BET during black history month to develop curriculum for schools. Baldwin Piano & Organ Co. filed for bankruptcy protection Thursday to get time to reorganize its debt. The company said it expects to return to profitability after a short time in Chapter 11 bankruptcy.

Baldwin said that a cash crunch and bad decisions by former managers had made operating under current conditions impossible. Speak with our professional Valuer, If you are going to buy or sell properties from auctions. The action caps a furious several weeks in which the Mason, Ohio, company sought to renegotiate as much as $40 million in debt with its primary creditor, GE Capital Corp., saw a new chairman take over and a new management team hired.

It also comes as workers at the company’s main piano manufacturing plant in Trumann, Ark., were late receiving pay checks. Kenneth W. Pavia, who became chairman May 1, was critical of the company’s former management. Pavia, a major shareholder who had criticized company management for years, also cited ”unduly burdensome” lease arrangements and restrictive borrowing with Baldwin’s lender and the inability to get concessions to help the company through its liquidity crisis as reasons for the bankruptcy filing.

Robert Jones, named to head the company last month, said he expected Baldwin to return to profitability in a short period of time after the bankruptcy proceeding. Baldwin reported losses of $4.8 million on a 22 percent decline in sales to $15.6 million in the first quarter. Last year, losses came to $10.3 million on $86.1 million in sales. Karen L. Hendricks stepped down as chairman and CEO in February and resigned her seat on the board of directors earlier this month.

She was replaced by Jones, who had led the U.S. unit of a Korean piano and musical instrument maker and a competitor to Baldwin. A music industry trade publication reported that Ms. Hendricks would receive about $1 million when she left under a contract promising a bonus of almost three times her average salary with bonuses for the last five years if she sold off Baldwin’s retail finance and contract electronic manufacturing divisions, which she did.