C5 and Pepsi strike deal to bring chart show to TV screens

Channel 5 has made its first advertiser-supplied programming deal - bringing radio’s Pepsi Network Chart on to television.

Channel 5 has made its first advertiser-supplied programming deal -

bringing radio’s Pepsi Network Chart on to television.



The channel - which, since it went on air at Easter, has been keen to

develop relationships with advertisers beyond spot commercials - will

launch the show early next year. Called the Pepsi Chart Show Event, the

programme will replicate independent radio’s Pepsi Chart, the UK’s top

music chart show, which is broadcast weekly on 75 stations across the

country.



Pepsi first became involved in advertiser-supplied programming in the UK

through Channel 4’s Passenger series, conceived and created for Pepsi by

Broadcast Innovations. Robert Dodds, the managing director of Broadcast

Innovations, confirmed that Pepsi had created the Pepsi Chart Show Event

with his company and was selling the UK rights to Channel 5.



Pepsi’s sponsorship of the show will have a market value of around

pounds 2 million a year.



The programme is designed as an ’event’ to ensure it does not break the

ITC’s sponsorship code, which precludes advertisers sponsoring programme

material with which they are closely associated.



Nick Milligan, the sales director of Channel 5, said that Pepsi, pop

music and Channel 5 made a perfect fit and that the show was ’an example

of the disciplines of sales, programming and marketing working together

to bring a successful programme format to Channel 5 viewers’.



The association between Pepsi and Channel 5 is likely to be extended

off-screen and a marketing deal involving the use of the Channel 5 logo

on Pepsi cans has been mooted.



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