PHD lands Investors in People TV series task

COI Communications is funding a terrestrial TV series on the government body Investors in People, and has tasked PHD with overseeing its production and content.

PHD's broadcast sponsorship and advertiser-funded programming specialist unit, Drum PHD, was asked to find a communications approach that demonstrated Investors in People's proposition of "business success through people" via funded-content solutions.

Drum PHD will work with the production company enteraction tv, producing the as-yet-unnamed series, which will air in peaktime on one of the commercial terrestrial channels early in the autumn. Investors in People will receive on-air sponsor accreditation on the shows.

This is only the second time that COI has asked an agency to produce a programming format.

The initiative is backed by the COI deputy chief executive, Peter Buchanan.

Last December, a series of daily shows called Lifeblood, presented by the former Blue Peter presenter Janet Ellis, was transmitted for the National Blood Service for a week on five. The series was also produced by Drum PHD.

Investors in People was set up in 1990 in partnership with the Trade Union Congress and the Confederation of British Industry as the national standard for the training and development of people to achieve business goals.

Mark Eaves, the head of television at Drum PHD, said: "Belief in the power of people to make a difference - what better brief to make great TV?"

Simon Wells, the head of commercial development for enteraction tv, added: "The changing nature of broadcasting, and how best to reach consumers, is a significant issue and we believe this project demonstrates the growing interest in branded content by advertisers and agencies."

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