UKTV turns to AFP start-up Kremplewood

LONDON - UKTV is to bolster the advertiser funded programming (AFP) side of its business across channels Dave, UKTV Food and UKTV Style, following the appointment of AFP specialist Krempelwood.

Krempelwood founders Mark Wood and Blair Krempel will work closely with UKTV's head of commercial partnerships, Sally Quick, as agents for UKTV -- marrying brands with fully-funded or part-funded UKTV programming.

Quick said: "Following a number of our own high profile AFPs, including 'Rhodes Across China' with Amoy, we're keen to extend our reach and talk to many more brands about fully or part-funding projects coming up on specific UKTV channels."

Krempelwood is charged with generating additional funding for UKTV from brand partnerships. Wood said: "By representing content that has already been commissioned by them, we'll be looking to capitalise on what we believe will be 15% growth year-on-year in funding by advertisers."

Over the last year, Quick has instigated a number of AFP projects across UKTV's channel portfolio. Amoy's endorsement of 'Rhodes Across China' resulted in the brand's association with the programme appearing online, on branded woks and recipe cards in 257 Asda supermarkets, as well as the sponsorship of the 2008 Taste Festival.

She also worked with Waitrose, which part-funded 'Market Kitchen' on UKTV Food and Young's Seafood, which lent its brand to 'Mitch & Matt's Big Fish' on the same channel.

Krempelwood opened for business in September and is already involved in projects for media companies including BBC Worldwide, Sony Pictures Television and Universal Music.

Its founders have solid backgrounds in AFP. Krempel used to manage specialist agency Sponsorvision and brokered Cadbury's deal to sponsor 'Coronation Street', while Wood was commercial director at 19 Entertainment's Freedom Media and spent over a decade as commercial director of Sky Media.

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