Channel 4 is looking for TV sponsorship for its drama and sports strands after both Becks and Volkswagen failed to renew their contracts for the slots. The two packages are believed to be worth over £5 million.
Andy Dell, sponsorship spokesman at the channel, said that a number of new clients had come forward to pitch for the slots, which would be packaged in a similar way.
Separately, the channel has launched its own ad campaign on Sky One, becoming the first terrestrial station to advertise on a satellite service. The advert, which promotes the channel’s top entertainers like Zoe Ball and Johnny Vaughan, is thought to be an attempt to regain viewers who have migrated to multi-channel services.
All terrestrial stations except Channel 5 lost viewing share over the last year as digital services began to make their first impact on audiences (see Annual TV Viewing Round Up – 1999).
Channel 4: 020 7396 4444
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