E4 and BSM shake hands on six-figure Skins sponsorship deal

E4 has signed a deal with BSM that will see the driving school become the sponsor of its hit teen comedy series Skins.

BSM has agreed a six-figure deal to back the show from this week, after its first episodes broke E4's viewing records by attracting an audience of 1.4 million.

Nigel Spencer, the head of marketing at RAC and BSM, said the sponsorship would show that BSM is "modern, approachable and the place for young people to learn to drive".

OMD Fuse brokered the sponsorship deal, and Abbott Mead Vickers BBDO has created a range of idents.

Rupert Holroyd, the associate communications planning director at OMD UK, said: "One of the great things about Skins is that it has a life beyond TV. The high level of viewer interaction on MySpace and online forums shows that it is really engaging 16- to 24-year-olds."

- Comment, page 44.

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