The Government is moving into advertiser-funded TV programming for the first time with the launch of a business “makeover” series called Working Wonders, to be shown on ITV1 in the Carlton regions.
The four-part series has been funded by the Department of Trade and Industry(DTI-) led UK Online for Business, a partnership between Government and industry that helps UK businesses to understand the benefits of using information and communication technologies.
Working Wonders will be shown on Thursdays from June 19 and will feature a different business each week. Business consultant Cesarina Holm-Kander and David Taylor, author of business book The Naked Leader, will give tips on how to improve the businesses’ performance and profitability.
The businesses, which are based in the Carlton London region, are: sofa retailer Highly Sprung; Singh Boulton, a chain of organic gastro pubs; City Cruises, the Thames’ leading passenger operator; and Surrey’s Priory Farm, which includes a farm shop, garden centre and leisure facilities.
Each programme will run with opening sponsorship credits and break bumpers for UK Online for Business, as well as a 15-second support material credit at the end.
DTI director of e-policy and delivery Liz Grant says: “Through this sponsorship, we hope to get closer to the small business community in London and the surrounding areas, encouraging them to use technology to build their business.”
The initiative was developed by specialist agency Sponsorvision, appointed by COI on behalf of the DTI. Working Wonders is the second phase of the scheme, which began with a series of pieces on Classic FM earlier this year (MW March 6).