The National Television Awards (NTAs) has dropped The Sun as its newspaper partner and replaced it with Mail on Sunday in a bid to broaden the appeal of the awards. The deal marks the end of the NTAs’ 13-year relationship with The Sun.
It is understood the British awards ceremony is aiming to widen its appeal by targeting a different readership. A source says it was felt the general perception of the NTAs was that it was too populist and the relationship with The Sun reinforced that view.
Although the NTAs enjoy a large audience, the British Academy Television Awards are widely regarded as more prestigious.
The Sun has been the NTAs’ newspaper partner since the awards launched 14 years ago. The awards have an existing deal with Heat as magazine associate, which is to continue.
All NTA awards are decided by public vote, which will be conducted via the Mail on Sunday. Readers will get the first chance to vote for their favourites. The event will be heavily supported by editorial content. Viewers will also be able to use postal, online, text and phone votes. The newspaper will be credited on all voting forms and on the NTA website.
Mail on Sunday will also have exclusive access to the event itself, which takes place at the Royal Albert Hall in October. This year’s ceremony will be hosted by Sir Trevor McDonald and broadcast live on ITV1.