Channel 4 Brings Blossom Hill To Will & Grace

Channel 4 has secured wine brand Blossom Hill as the six-figure sponsor of the third series of its US comedy Will & Grace.

The deal, which was negotiated by SPP on behalf of Walker Media, runs for 24 weeks and represents the first time that Will & Grace has taken a sponsor on UK terrestrial TV. It is also the first time that Blossom Hill has sponsored Channel 4 programming.

Will & Grace, which is broadcast on Friday nights between 9.30pm and 10pm, was proved popular with Channel 4 audiences and regularly attracts between 1.5 million and 3 million viewers (see below).

Commenting on the deal, Blossom Hill’s marketing manager, Emma Chamberlin, said: “The show is a new breed of contemporary comedy and is perfect for Blossom Hill. The break bumpers will be seen by exactly the right audience so its a mutually beneficial partnership.”

The wine brand is taking a similar strategy as rival Jacob’s Creek, which has sponsored Channel 4’s Friends in the past.

Last week Channel 4 announced plans to launch a new version of its digital entertainment channel, E4, as losses at its commercial division, 4 Ventures, more than halved. The new delayed broadcast channel, known as E4 +1, will launch across digital, satellite and cable platforms in July (see Channel 4 Plans New Launch As 4 Ventures Cuts Losses).

Channel Four: 020 7396 4444 www.channel4.co.uk

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