Granada and 365 sign trade deal

Granada Media Interactive has signed a ground-breaking deal with 365 Corporation by trading TV airtime and web space for 365’s content.

Granada Media Interactive has signed a ground-breaking deal with

365 Corporation by trading TV airtime and web space for 365’s

content.



The deal, said by insiders to be worth millions, will provide 365

Corporation with banner advertising on a number of Granada’s sites,

including ITV-F1.com. Ads for 365’s range of websites will also appear

on Granada Sky Broadcasting alongside the ITV-F1.com URL.



In return, 365 will provide content for Granada’s sites and will manage

an interactive telecoms service for a host of Granada programmes and

promotional drives.



Kevin Baverstock, head of sales at Granada Media Interactive, did the

deal directly with the client.



’Some agencies have been slow off the mark in terms of grasping the

potential of these online opportunities,’ Baverstock said. ’Clients are

coming to us as a result of our strong branding and we are now on the

verge of signing up with some of the UK’s top ten clients without going

through an agency.



Some agencies such as MindShare are savvy to what’s going on, but

overall there’s not a lot of strategic thinking.’



Baverstock said these deals, which resemble commercial partnerships

rather than straight advertising, are increasingly common. ’Granada is

keen to forge business partnerships across its wide portfolio with

partners who fully grasp the commercial potential of combining an on-air

and online presence,’ he said. ’The sector will continue to see an

increasing number of deals such as this.’



365 initiated its relationship with GMI when it created the ITV Rugby

World Cup website in 1999 and the subsequent ITV Six Nations site

earlier this year.



Simon Morris, marketing director of 365 said: ’365’s online editorial

will enhance Granada’s excellent content. It will also increase the

potential for 365 telecom services to generate revenue across Granada

properties.’