Ad-Funded TV Sees Challenge Provide Lottery Coverage

Flextech-owned games channel, Challenge, has signed two exclusive agreements with Camelot to provide coverage of the National Lottery Daily Play Live Draw and a series of mini-programmes scheduled across the channel during peak times.

The move will mark the first television broadcast of the Daily Play draw, with Challenge broadcasting the event six days a week from Monday through to Saturday at 9pm from 7 March. The Daily Play lottery launched in September 2003, offering players the best overall odds of any National Lottery draw-based game. Following the broadcast of the draw there will be a nightly roadblock promotion across the Flextech portfolio of channels.

The two companies’ agreement will also see a series of programmes entitled Glory Ball airing live six times each weekday between 5pm and 8.30pm. Challenge will retain control of the programme’s creative and editorial content, but will be funded by the National Lottery, representing the largest ever multi-channel outing for competition, in terms of hours of programming, at a mammoth 84 hours of live TV.

Signposts throughout Glory Ball will direct viewers to the National Lottery website, while Sky viewers will be able to access the National Lottery Sky Active service via their remote control’s red button.

Both series will be produced by Chris Evans’ production company, UMTV. Jonathan Webb, director of programming at Challenge said: “This is a perfect partnership for Challenge and I’m delighted that Camelot has appointed us their exclusive broadcast partner for the National Lottery Daily Play Live Draw. It combines the power of the National Lottery brand with Challenge’s passion for games entertainment and interactive play.”

Martyn Fox, head of broadcasting at Camelot, added: “This is an exciting addition to our existing broadcasting activity. Challenge is a natural fit for the Daily Play draw and gives us an opportunity to engage with our players on a daily basis.”

Advertiser funded TV has seen huge growth in recent years as advertisers seek better ways to expose their brand than through traditional 30-second spot advertising. Speaking at last year’s Edinburgh International Television Festival Stuart Misson, managing director of marketing agency Octagon, called on broadcasters to reassess the way their programmes are funded, as advertisers begin to look for more imaginative ways to connect with consumers (see Ad-Funded Programmes To Revolutionise Television).

Challenge: 0870 043 4030 www.challengetv.co.uk

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