Orange Playlist set for second series

Orange has signed up for a second series of its advertiser-funded programme, Orange Playlist.

The music and entertainment show is the first brand-backed programme to be re-commissioned by ITV.

The weekly show will start on 19 October on ITV1. Fronted by the presenter Jayne Middlemiss, the series will run for 26 weeks.

The new series will use the same format as the last,with each episode centring on a celebrity talking about their favourite music.

However, the new series will be more interactive, inviting viewers to get involved via their mobile phone handsets and the web.

Gary Knight, the head of sponsorship and branded content for ITV, said: "The acid test for any branded-content project is whether or not the show returns for a second series. Orange Playlist has achieved this ambition and this is a testament to both the show's ability to generate a successful viewer franchise and the marriage of the music and mobile worlds."

Orange Playlist was launched last September. It was the first programme since the Pepsi Chart Show to be allowed to incorporate the name of a brand into its title by the regulators.

The new deal was developed by Orange, ITV and Initial, part of Endemol UK. The brand entertainment agency Cake, also worked on the project with Orange.