Channel 5 Invests More Than A Monkey In Competition Website

Promotions website www.cheekymonkey.com is the latest internet start-up to gain investment from Channel 5. The broadcasters have invested £¼m, giving a total value of £5m to the site, which gives registered visitors the chance to enter competitions for prizes such as consumer goods and holidays.

The site was launched last week, accompanied by a press-based marketing campaign. The deal with Channel 5 will see the first televised advert air later this month.

James Burgon, Channel 5’s head of new business commented: “CheekyMonkey.com is great fun and I’m convinced it’s going to be a huge success…it will start to enjoy a return very quickly. Channel 5 can help a great deal by providing the exposure internet start-ups need to build their brands.”

Last year Channel 5 announced its intention to seek deals where it would swap advertising airtime for equity in new media (see Channel 5 May Swap Airtime For New Media Equity). Its first deal came earlier this year when it bought into an online insurance company (see C5 Signs First Airtime-For-Equity Deal).

The CheekyMonkey site also offers a loyalty reward scheme and games and has begun to syndicate content to portals including MSN.co.uk. A wireless product offering localised and personalised prizes and promotions is due for launch this July.

Channel 5: 020 7550 5555 CheekyMonkey.com: www.cheekymonkey.com