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."