Seat to develop TV programmes

Car brand Seat UK is developing advertiser-funded television programming, focusing on its Leon Cupra model.

The company is in negotiations with terrestrial broadcasters about funded programming for next summer’s racing season. Seat UK head of marketing Mark McKenna is overseeing the project, designed to support Seat’s marketing activity next year.

Bates Widescreen, the arm of Bates which develops TV properties for clients, has been appointed as broadcast consultants to the Volkswagen-owned Seat division.

McKenna says: “I am very excited about moving into this area of ad-funded programming, which we believe has great potential to help us achieve our brand strategy objectives.”

He adds that Seat will run a 20-car single session championship at six circuits across the country. The championship will focus on developing younger driver talent and positioning Seat as a sports car brand.

Bates Widescreen developed the Real DIY Show for B&Q in March 2000, in a £1m deal with Granada Media. It has also created regional television programming for the National Canine Defence League.

Recently, Audi head of marketing Rawdon Glover was appointed head of operations at Seat, in a switch with Gary Savage, who takes Glover’s old role as Audi head of marketing (MW October 10).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here