Granada demands meeting to debate ITC sponsorship code

Granada is contesting one of the newly proposed rules in the sponsorship code set out by the Independent Television Commission.

Granada is contesting one of the newly proposed rules in the

sponsorship code set out by the Independent Television Commission.

Martin Lowde, commercial controller at Granada Media, is calling an

emergency meeting with the ITC next week to establish why the body is

proposing to ban advertisers from sponsoring just part of a TV


Lowde stressed that many advertisers are not interested in sponsoring a

whole series. He said they would have to find other forms of

communication - such as investing in advertiser-funded programmes - if

the new ruling goes ahead.

’Why would an advertiser sponsor a series when it might only be

interested in one particular programme strand?’ Lowde said.

The ITC stated the consultation process would continue until 26 May.

The new code will be published this autumn (Media Business, 17


Under the proposed regulations, advertisers will be free to broadcast

images of their products as part of a sponsorship deal.

Meanwhile, Granada Media’s commercial enterprise division has signed up

Fillippo Berio olive oil to sponsor the Friday edition of ITV’s This

Morning in a pounds 200,000 deal.

Traditional sponsorship credits will run for the next 11 weeks. However,

if the ITC’s proposal goes ahead, the sponsorship will not be allowed to

continue throughout the autumn season.

The Fillippo Berio creative was conceived by sponsorship agency

Illuminations and will resemble a map of Italy that melts away to reveal

the Fillippo Berio logo.

The deal was negotiated by Granada’s commercial executive Zoe Willis and

Illuminations’ Phil Martin on behalf of Fillippo Berio.

The brand’s sponsorship of This Morning comes as part of a pounds

750,000 campaign incorporating ads and promotions across TV and


A press campaign for the olive oil brand is set to run in the summer,

including a sponsorship of Family Circle’s Summer Recipes magazine, as

well as a range of IPC home interest titles.

Fillippo Berio is sponsoring more airtime throughout spring and autumn

this year. It has struck deals with UK Style, the jointly owned Flextech

and BBC satellite channel, and Carlton Food Network.

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