ITV Secures Tele2 To Sponsor New O’Grady Show
ITV has secured pan-European telecoms operator Tele2 as the exclusive broadcast sponsor of its latest daily tea-time entertainment series, The Paul O’Grady Chat Show.
The deal, which marks Tele 2’s first significant foray into television sponsorship, includes full broadcast credits around the show, as well as branding on a new dedicated website available at www.itv.com/paulogrady.
ITV claims Paul O’Grady will put the ‘sparkle’ back into tea-time television with an hour of family entertainment. The show will feature a daily celebrity interviews and topical chat. He will also meet colourful characters from the great British public and provide regular updates on his menagerie of animal housemates.
The deal was brokered by BLM and negotiated by Yan Leigh at ITV Sales, who said: “Tele2’s association with ITV1’s newest chat show is a fantastic endorsement. The Paul O’Grady Show is a major daytime programme for ITV1 and we hope they reach out to their potential target audiences through this sponsorship.”Paul van Barthold, chief operating officer at BLM added: “Paul O’Grady’s irreverence and the fact this show is all about chat is a perfect association for the Tele2 brand. The key now is thinking cleverly about how we unlock value around the deal and boost subscriptions.”
Earlier this week ITV Sales appointed Mark Trinder, former head of marketing communications at Woolworths, as its new head of advertiser relationships as part of an ongoing attempt to be more client focused. Trinder will take up the new role in January next year with responsibility for developing long-term relationship with advertisers and showing how the ITV portfolio of channels can help clients achieve their key communications goals (see ITV Sales Appoints Trinder As Advertising Boss).
ITV: 020 7843 8000 www.itv.com
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