The State moves into sponsored TV

Government departments are making an unprecedented move into TV sponsorship and programme production, which could see the army funding a show about life in the forces or the Department of the Environment sponsoring relevant programmes.

Samantha Mercer, head of sponsorship and promotions for the COI, says: “We are looking at sponsorship propositions for our government clients [departments] and this may be on radio or TV. It could involve making a programme about the life of a young recruit in the army. This is the way the market is going and we have to be abreast of new developments.”

She says the Department of Trade & Industry could also sponsor – or even fund – programmes, but refuses to be drawn on the details. She says sponsorships could be used to target specific groups, such as young people.

The Central Office of Information has posted a notice in the Official Journal of the European Com- munity seeking agencies with expertise in sponsorship.

The COI outlines required areas of expertise including broadcast sponsorship and/or advertiser funded programming, sponsorship consultancy and evaluation, packaging and selling sponsorship to the private sector, particularly in the areas of environment community, education, safety and culture, sponsorship exploitation.

The deadline for agency submissions is February 10.

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