Initial awards Fame Academy launch to BBC MediaArc shop

The BBC is backing its new reality show Fame Academy with launch activity by the branding and design agency BBC MediaArc.

MediaArc, part of the BBC's commercial arm, was hired by Initial, part of Endemol UK, to create branding, logo, titles and interactive activity for the launch of the programme on 4 October.

Fame Academy will follow the fortunes of 12 performers climaxing with the award of a recording contract to the winner. The programme, presented by Cat Deeley and Patrick Kielty, will be backed by interactive activity on digital TV, internet, SMS and WAP. BBC New Media, the interactive arm of the BBC, and the agency Victoria Real have developed interactive TV services that enable viewers to access the latest news on the series, video highlights and vote on the outcome.

Fame Academy's website uses the branding created by MediaArc to offer news and other content to viewers.

The launch campaign was created by Jane Walker, the senior creative director; Sandra Nicholson and Mark Walters, the design directors; and the producer Louise Brahm. Post-production was through Condor.