The deal marks Play.com's first foray into broadcast sponsorship. Play.com will sponsor Sci-Fi channel's three flagship drama new drama series John Doe, The Dead Zone and The Visitor
James Bradshaw, head of products at Play.com, said: "Play.com is known for delivering outstanding value and a high level of customer service to consumers who collect special interest DVD titles, such as leading sci-fi programmes. As there's a natural synergy between our brand attributes and the way the Sci-Fi channel delivers its quality programmes for fans, we've decided to embark on our first TV sponsorship arrangement around the channel's blockbuster programming."
The deal was negotiated by Marian Peppers, sponsorship director at the Sci-Fi channel.
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