The Week: Media News - Sage signs ITV Krypton deal

The Krypton Factor, the classic ITV endurance contest, is to return to TV screens as an ad-funded programme backed by the business software company Sage.

The deal represents ITV1's largest ad-funded programming venture, and will see the show return in 2009. Sage will fund production as part of its new The Business IQ campaign, which has been developed with Sage's content agency, Drum PHD. The Krypton Factor deal includes sponsorship credits around the show and exclusive content online and across ITV's other digital channels.