Smirnoff signs television DJ talent contest deal with ITV

Smirnoff has signed a deal with ITV to screen a fly-on-the-wall series called The Joy of Decks that follows the progress of a group of wannabe DJs.

The series, the first advertiser-funded programme to be broadcast across both ITV1 and ITV2, is being backed by Smirnoff Experience, the brand used by Smirnoff to promote dance music.

"After five years on the global dance music scene, Smirnoff Experience has become a major player in the industry," Philip Gladman, the Smirnoff marketing director at Diageo (GB), said. "We have kept our events fresh and relevant by continually adapting our offer to new dance trends and by using Smirnoff Experience as a platform for new dance talent."

A six-part series, which has been created by the production house Flawless Media, kicks off on 6 November and introduces eight artists demonstrating their skills in front of some of the UK's top dance music artists - Tom Middleton, Roni Size, Mr C and Sister Bliss.

Carlton Sponsorship and the marketing consultancy Marinate brokered the deal.

The first episode concludes with the mentors selecting four apprentices who are given the opportunity to be part of The Joy of Decks experience and win a year-long management deal with Trust the DJ plus high-profile bookings with Smirnoff Experience across the world.

"The challenge in this project was to conceive and de-liver a series that made compelling television while finding a brand that was committed to supporting emerging talent in the dance music industry," Roger Troup, the managing director of Flawless Media, said.