Scenic Luxury Cruises and Tours is sponsoring the fifth season of the PBS program "The Great British Baking Show."

The hour-long program airs at 9 p.m. on Fridays. The season started June 22.

Originally developed for the BBC under the name "The Great British Bake Off," the program has been credited with reviving baking culture in the U.K.  It features amateur bakers competing to impress a panel of judges.

"We are thrilled to be working with PBS, and especially 'The Great British Baking Show,' whose audience shares our passion for enriching their lives through exploration and embraces our spirit of wonder," said Joelle Davis, vice president of brand management for Scenic.

In its last season on the BBC in 2016, the finale of the show drew 16 million viewers in the U.K.  In expanding to the U.S., the name had to be changed because the Pillsbury Co. holds a registered trademark on the phrase "bake off."

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