The broadcaster says the partnerships will be an extension of traditional sponsorship deals because they will include integration with Northern & Shell’s other properties, which include the Daily Express and OK! magazine, as well as Channel 5-exclusive creative.
Nick Bampton, Channel 5 sales director, says: “TV stations usually just sold one-dimensional sponsorship, but we want a much bigger relationship with clients and media agencies. The opportunity to give brands stand-out is key to our overall advertising strategy.”
Bampton says that its two-year Big Brother deal, reported to be worth £200m, has already attracted “a huge amount interest” from potential advertisers.
He adds: “Audiences did wane on Channel 4 but that may have been because it did not evolve much over time. Channel 5 will put its own stamp on the programme.”
The deals will be setup by the broadcaster’s 15-strong marketing partnerships team that are charged with securing partnerships to develop exclusive Channel 5 sponsorships, competitions, advertisements and product placement campaigns around its major programmes and themes.
The team will encourage advertisers and sponsors to create unique content around the Big Brother series that could even include live ads based on the content of the show.