ITV1 To Launch First Fully Ad Funded Programme
Mars brand Pedigree is to fund the new ITV1 series Dog Rescue, making it the first fully advertiser funded programme to be developed and produced by ITV.
The observational documentary is set in two of the UK’s busiest animal re-homing centres, The Dog Trust in Harefield and Manchester Dog’s Home and follows the dedicated team of professionals who work there.
Additional content including bespoke video will also be available online at itv.com.
The project was developed by Samantha Wilson and Ben Louis at ITV Customer Relations from a brief through Pedigree’s media planning agency Mediacom.
Samantha Wilson, client development director at ITV, said: “Dog Rescue is a great example of how to develop content with brands. Not only does the series meet the high standards of ITV’s commissioners and has earned a great slot in schedule but it also does a fantastic job for Pedigree.
“That could not have happened without a close collaboration between client and media owner from the outset.”
In a statement, ITV said that it has a clear strategy to grow the advertiser-funded programming market and is currently in active discussions with over 30 brand-owners, including telecoms, technology, automotive and utilities.
Dog Rescue will be produced by ITV Productions’ Daytime and Lifestyle department and was commissioned for ITV by Diana Howie, commissioning editor for features.
ITV: 020 7843 8000 www.itv.com