See the bold and you will figure out why this is shown on TV. The Discovery Channel makes money by selling advertisement time; and the companies which advertise hope to make money by appealing to the people watching the program. Thus the Discovery Channel aired Cuhnkin Punkin because for some reason Canon and Discover Card were convinced that they would profit by paying for the airing of this contest. Therefore, if DCI could convince major corporations like Canon or Discover Card to pay for the airing the Finals then DCI would also appear on the Discovery Channel. This is nothing more than Marketing 101.
Well, it only took 19 posts for someone to highlight the important sentence.
Canon Cameras and Discover Card. They were convinced to underwrite the Punkin show.
Even with the differences in the activity formats, can someone come up with a marketing idea that would attract corporate underwriting?
Neither Canon nor Discover grow pumpkins, so don't limit the idea to horn or drum manufacturers.