Siemens to back ITV's Ant & Dec game show

Siemens is sponsoring ITV1's new concept Ant %26 Dec series in which the products of an advertising break constitute the show's prize.

Ant & Dec's Saturday Night Takeaway will award the prizes from a randomly selected ad break screened sometime over the previous week on ITV1.

This is a compromise on the original programme format: which had planned to give away the contents of a commercial break during the live show.

However, this idea breached Independent Television Commission regulations on the separation of programmes and ads which states: "Commercial products or services must not be promoted within programmes. The advertising content of any form of programme support material must not exceed 35 per cent of the total format. This advertising needs to be clearly distinguishable from the editorial content."

The quality of the prize, which could range from a new car to a packet of Pringles, depends on the break chosen for the game.

The show, made by Granada Entertainment, combines studio games and comedy and includes interactive elements for the audience. It is produced by Granada's deputy controller of entertainment, Nigel Hall. Granada's controller of international formats and entertainment, Duncan Gray, is the executive producer.

The £600,000 Siemens sponsorship deal comprises broadcast sponsorship of the Saturday peak-time show on ITV1, supplementary programming on ITV2, the Ant & Dec's Saturday Night Takeaway website, SMS texting and a competition phone line.

McCann-Erickson is producing the sponsorship credits and break bumpers.

Granada Enterprises' sponsorship executive, Katherine Bettel, and Connexus' account director, Angela Farmer, negotiated the deal.

Connexus is part of the village@Optimedia and Optimedia is the Siemens mobile telephony agency of record.

Farmer said: "The fun elements of the show allow Siemens mobile to demonstrate the fun elements of its phones, such as instant messaging and Java-enabled games."

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