Granada Media Interactive has signed a ground-breaking deal with
365 Corporation by trading TV airtime and web space for 365’s
The deal, said by insiders to be worth millions, will provide 365
Corporation with banner advertising on a number of Granada’s sites,
including ITV-F1.com. Ads for 365’s range of websites will also appear
on Granada Sky Broadcasting alongside the ITV-F1.com URL.
In return, 365 will provide content for Granada’s sites and will manage
an interactive telecoms service for a host of Granada programmes and
Kevin Baverstock, head of sales at Granada Media Interactive, did the
deal directly with the client.
’Some agencies have been slow off the mark in terms of grasping the
potential of these online opportunities,’ Baverstock said. ’Clients are
coming to us as a result of our strong branding and we are now on the
verge of signing up with some of the UK’s top ten clients without going
through an agency.
Some agencies such as MindShare are savvy to what’s going on, but
overall there’s not a lot of strategic thinking.’
Baverstock said these deals, which resemble commercial partnerships
rather than straight advertising, are increasingly common. ’Granada is
keen to forge business partnerships across its wide portfolio with
partners who fully grasp the commercial potential of combining an on-air
and online presence,’ he said. ’The sector will continue to see an
increasing number of deals such as this.’
365 initiated its relationship with GMI when it created the ITV Rugby
World Cup website in 1999 and the subsequent ITV Six Nations site
earlier this year.
Simon Morris, marketing director of 365 said: ’365’s online editorial
will enhance Granada’s excellent content. It will also increase the
potential for 365 telecom services to generate revenue across Granada