A TV sponsorship deal will be extended to radio for the first time in a deal between EMAP, Channel 4 and Malibu. Flava, a youth programme on C4 will be turned into a weekly radio show on EMAP’s Kiss and Big City stations in the deal, which is believed to be worth around £500,000.
The radio show will begin broadcasting on 14 May, with TV sponsorship following from 14 June. According to Channel 4, this is the first time that a television show has extended its brand into syndicated radio programming. The deal will also be extended to include sponsorship of a Flava club tour throughout the UK.
Channel 4: 020 7396 4444 EMAP: 020 7504 6000
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