Wal-Mart Stores and consumer products maker Procter & Gamble will jointly create a television movie in an effort to promote "family-friendly" programming, the companies said Thursday.
The companies have teamed up on the two-hour "Secrets of the Mountain," to be broadcast in April on the NBC television network. NBC, parent of CNBC, is owned by General Electric .
The movie focuses on a single mother who brings her family to a mountainside cabin, and highlights values such as generosity, honesty and togetherness that Wal-Mart and P&G executives say are in short supply on television.
Ads for both companies will run during commercial breaks, and the film will include product placements for both.
Wal-Mart said the effort with P&G is "in direct response to research which reveals that parents across America are seeking more family-oriented entertainment for the whole family to enjoy together."
—Reuters contributed to this report