Channel 5 has agreed to take stakes in internet companies in return for allowing them airtime to advertise their businesses. The deal, which has been expected for some time (see Channel 5 May Swap Airtime For New Media Equity), will allow C5 to give exposure to the growing number of dot.com advertisers while allowing them to keep within its budget.
Strategies of this kind have already become popular in the States and the huge rise in online advertisers is beginning to affect TV ad revenue in the UK, with estimates for January already breaking previous records.
Finance director of C5, Damien Hart, has not yet named the companies involved in the deal but it is believed that the group expects to build up about five holdings of £250,000 by the end of March.
Channel 5: 020 7550 5555
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