ITV To Air The Krypton Factor In New Ad-Funded Deal

ITV has signed its biggest ever advertiser-funded programming deal with the business software company, Sage, to produce and air the 1980’s show – The Krypton Factor.

Sage has signed a sponsorship deal with ITV1 to fund the production of the game show, which is set to include integrated sponsorship credits around the show.

Additional and exclusive content is also expected to be made available online and across ITV’s other digital platforms.

Julian Smith, planning account director at ITV, said: “This is the biggest ad-funded and multi-platform programme ITV has commissioned and the first one to appear in ITV1’s prime time schedule.”

Joanna Elliott, head of brand communications at Sage, added: “The advertising-funded programme model works for us because it is one high impact tactic that can be integrated into a much bigger marketing strategy.”

The Krypton Factor, made for ITV1 by ITV Productions, is set to air in 2009.

ITV: 020 7843 8000 www.itv.com