GSK, Anheuser-Busch and mmO2 linked to TV clubbing show tie-up

GlaxoSmithKline, Anheuser-Busch and BT Cellnet/mmO2 are talking to a production company about funding a new live club-based programme, to be called Headrush.

Described as “Top of the Pops meets TFI Friday meets clubs”, the programme will be produced by Free@lastTV. The production company has pitched the programme to a number of broadcasters and Channel 5 and Channel 4 are both understood to be interested in airing the programme.

It is seeking a sponsor that is prepared to pay £3.5m for a three series sponsorship over a two-year period through youth marketing consultancy Nation1.

Pitches will be made to prospective sponsors at the Hilton on Park Lane, London from February 18 to February 22.

Headrush will be filmed in Glasgow in the Merchant Square at a club night created specially for the show. Each week the show will feature performances from chart acts and well-known DJs will be invited to play short sets live in the club. Each ad break will be introduced by one of the presenters going to the toilet, and after the break the show will return to the presenter interviewing clubbers in the loo about their night out.

Nation1 creative director Andrew Grant says: “Headrush will be created as a club brand to rival the best. As it develops it will become a moveable feast – it can go to Ibiza, to Ayia Napa, Miami, Las Vegas and so on.”

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