Channel 4 wins two sponsorship deals for new productions

Channel 4 has sold two new sponsorship deals to hair product manufacturer Wella Shockwaves and organic food supplier Seeds of Change.

Channel 4 has sold two new sponsorship deals to hair product

manufacturer Wella Shockwaves and organic food supplier Seeds of

Change.



Wella Shockwaves will sponsor a Ginger Television production called

Right About Now, to be fronted by Zoe Ball. The US seed company Seeds of

Change will sponsor a new gardening and cookery series, Fork to Fork,

that will be presented by the television gardeners Monty and Sarah

Don.



Right About Now will mix entertainment news with celebrity interviews

and the latest music. The first episode will feature Paul Whitehouse,

Kate Winslet and David Bowie, with music from the Charlatans. The

programme airs for the first time this week and will run until the end

of February.



The Wella sponsorship was negotiated by David Liversage, account

director at Drum PHD. ’Wella Shockwaves’ sponsorship of Right About Now

continues the brand’s strategy of targeting style-conscious,

media-literate young people,’ he explained.



Fork to Fork launches at 7pm on 7 November and as well as sponsoring the

programme, Seeds of Change will also sponsor the support material on

Channel 4’s website. This includes a link to the Seeds of Change

website.



James Oxley, sponsorship account manager at Channel 4 said: ’Fork to

Fork provides the perfect fit for Seeds of Change. The programme breaks

new ground by combining both gardening and cookery features.’



The company’s marketing manager Lynn Simpson said: ’The sponsorship is a

key constituent of the Seeds of Change launch strategy in the UK.’