ITV Searches For New Drama Premier Sponsor
ITV is currently searching for a sponsor for its season of drama premiers after HSBC decided not to renew its long-running association with the network following a change of strategy.
HSBC became the first brand to sponsor classic dramas on ITV back in 1996 and has repeatedly renewed its partnership with the channel. It is thought the bank paid £2 million a year for the package which includes all first-run, one-off dramas and new series of up to three parts.
An HSBC spokesperson said: “Our association with ITV dramas began as we looked to familiarise UK viewers with HSBC and, eventually, the launch of our single global brand from 1999. The programmes introduced HSBC into millions of households in an enjoyable way as we worked to establish our brand as one of the most valuable in the world today.”
Branded in its own right, ITV Drama Premiers usually runs in peak-time and attracts large audiences. The genre will continue to play a key part in the broadcaster’s schedules next year and will be the lynchpin of the network’s new digital channel for older upmarket viewers, ITV3, which launches next month (see ITV3 Unveils On-Air Branding Ahead Of Launch).
Gary Knight, head of sponsorship and branded content at ITV, said: “This is an incredible brand building opportunity and a valuable asset to a potential new sponsor. ITV drama premieres occupy a unique place within British television. No other programme property available to sponsors can boast such high levels of cast and script writing excellence.”
The latest agency estimates compiled by MediaTel Group show that ITV put in an impressive performance last month with revenues soaring by 9.2% year on year to just under £159 million following the launch of its high-profile autumn schedule.
The figures appear to highlight public acceptance of ITV’s revamped programme line-up, a success that will serve to repair the damage done to the broadcaster’s revenues by the BBC’s successful Olympic coverage in August and a bumper summer for Channel 4 (see TV Market Round-Up – September 2004).
ITV: 020 7843 8000 www.itv.com
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