Virgin 1 has signed PC World, the computer retailer, as the sponsor of its peak time drama. It will include shows such as The Riches – which stars Eddie Izzard and Minnie Driver – The Unit and Criminal Mind.
The deal, which starts on October 8, will include sponsorship idents and will run until the end of the year. It was negotiated by Virgin Media Television sales house IDS.
The channel, which launches on Monday, has already signed L’Oréal, Lexus and British Airways to appear in its first ad break after its 9pm launch and Vauxhall Tigra as the sponsor of America’s Next Top Model for two series.
Virgin 1 will be available on Freeview, cable and satellite. Its website will also launch on October 1 but has yet to sign any commercial partnerships. A campaign to support the launch promising to deliver “proper telly” breaks on Friday (September 28).