Dave's Crackanory returns with funding from Audible

Audible, Amazon's audio book arm, is sponsoring the third series of Dave's Crackanory, featuring Christopher Lloyd, Sarah Millican, Tamsin Greig, Greg Davies and Simon Bird.

Rik Mayall: presented an episode of Dave's Crackanory during series two
Rik Mayall: presented an episode of Dave's Crackanory during series two

The UKTV channel’s show puts a comic spin on storytelling and has been inspired by Jackanory, the children's series. This is the first time it has been funded by an advertiser and the third series will be aired in November.

Fold7, the creative agency for Audible, will create idents for TV and video-on-demand broadcasts, which will give customers access to the stories from all three series.

The deal was brokered by UKTV and Initiative.

Kate Norum, the commercial partnerships manager at UKTV, said: "At UKTV the commercial partnerships team is embedded within commissioning and this unique way of working enables us to capitalise on opportunities to seek funding for existing shows from brands that feel tonally right and complement the programme editorial."

Last year the show had a peak audience of 442,000 viewers and won a Broadcasting Press Guild Award.

Tracey Markham, the country manager at Audible, said: "Everyone loves to listen to a good story – whatever age they are.

"Over the past 10 years we’ve worked hard to reintroduce the pleasure of storytelling to people across the UK through our catalogue of audiobooks and other audio content.

"We’re huge admirers of what Crackanory has been doing and see this partnership as a meeting of minds and objectives."