Vodafone to fund interactive reality show on Sky One

Vodafone is planning to launch a television show on Sky this autumn in what could mark its biggest move into branded content to date.

The details of the show have yet to be revealed, but it is thought to be in the reality show genre, and will include a high level of interactivity. It is expected to launch on Sky One in October.

It is understood that the mobile phone network has been in talks with interactive agencies as it puts together digital plans for the show.

Vodafone has been increasing its commitment to advertiser-funded programming this year. It has also recently backed a music show on Channel 4 and E4 called Vodafone TBA, and is also involved in The Vodafone Live Hour on radio stations owned by GCap and EMAP.

In the past it has also sponsored Channel 4’s weekend youth programming strand T4. But it also has a close working relationship with Sky – the two companies worked together on the launch of Sky Mobile TV late last year.

Channels such as Sky News and Paramount Comedy are streamed to mobile handsets through the Vodafone live! 3G mobile service.