Sky is setting up a £5m TV and press self-promotion campaign, to compete with ITV’s lavish £9m airtime ad deal, announced earlier this week.
Film, sports and new programmes will be highlighted by the promotion with backing for the ads being taken up by Amstrad in a cross-promotion deal. The venture will continue throughout this month, finishing on November 28.
Channel 4 is also getting in on the self-promotion trend by setting up a campaign worth £250,000 due to start this week. Along with a press and poster deal it is also planning on-air promotion worth £2million
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