CIA launches co-funded TV show division

CIA Medianetwork has launched a TV co-production house to get its clients into advertiser-supplied programming.

CIA Televisual will be run by Keith Owen, former head of Thames TV’s satellite operations and the BBC’s European channels.

Owen is negotiating with UK broadcasters on behalf of three CIA clients over programme production. CIA Medianetwork handles the media buying for IPC Specialist Magazines, but refuses to confirm whether it is looking at “masthead” programmes (see story above).

The new division will allow clients to finance programmes either as sponsorship vehicles or to trade for airtime.

CIA already has a similar operation in Italy, which created a winter sports lifestyle programme partly funded by Benetton and Porsche.

Unilever set up a TV development project last year. Pepsi and Heineken have also funded shows.

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