The Week: Media News - 3 signs sponsorship deal

Channel 4 has signed a deal with 3 that will see the mobile network sponsor the broadcaster's original comedy programming.

The seven-figure deal, which runs until the end of the year, will include idents around shows such as Peep Show and Star Stories, as well as credits on Channel4.com and the video-on-demand service 4OD. The partnership was brokered by 3's media agency, Mindshare, and creative is through Glue.

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