Daytime TV isn't a business I know as well as some other parts of the TV business, but the quote you post doesn't say anything about paying up-front for the production. Prizes are provided when someone wins, not before the show is made. Production assistance sounds like providing prizes to show on the set, items to appear in the production, etc., not up-front capital investment to build sets, hire crew, etc. Please feel free to educate me if you have some references to how this works that I'm unaware of.