Britvic and ITV plot branded kids' show

By Emma Barns,, Friday, 08 July 2005 11:04AM

Britvic is tying up with ITV to create an advertiser-funded TV series aimed at children.

The programming is being produced by Endemol UK in partnership with Britvic's media agency, MindShare.

It will focus on getting children active and encouraging youngsters to become involved in sport. The series is due to launch in the autumn.

Robinson's Fruit Shoot, a fruit juice-based soft drink brand, is the most likely Britvic brand to be featured in the programming. However, no-one from ITV, Endemol, MindShare or Britvic would comment on the story.

Fruit Shoot has been involved with various branded-entertainment projects in the past year. In 2004, MindShare created a series of "Get Good" branded magazines and also commissioned ten three-minute television programmes, broadcast on Nickelodeon. The campaign has led to the entire brand being repositioned under the "Get Good" banner.

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