C4 negotiates £5m drama sponsorship

Channel 4 has signed a £5 million deal with comparethemarket.com, the price comparison website, to replace 118 118 as the sponsor of its drama programming.

The site has appointed VCCP to produce the idents and work on the rest of its £20 million advertising account after a three-way pitch against two undisclosed agencies.

The year-long Channel 4 deal, which was negotiated by MediaVest Manchester, begins on 20 June.

VCCP will produce a series of more than 40 idents for the sponsorship, which will run across shows including Shameless, The Sopranos and ER, as well as Channel 4's new offering Brothers and Sisters. The idents will focus on the site's car insurance service.

The agency will also create supporting poster and TV ads to reposition the site as a major competitor to other insurance price comparison websites such as confused.com and gocompare.com.

118 118 will now sponsor Channel 4 film.