B&Q is funding a ten-part ITV series The Real DIY Show With Denise Welch – the Coronation Street actress.
Welch, who plays Rovers Return barmaid Natalie Barnes, will present the show, which has £1m backing from B&Q. In return, B&Q branding will appear on TV, posters, radio, The Real DIY Website and in-store advertising for the show.
Bates UK, Zenith Media and Granada Media have worked together on the project.
There are also plans for a book and video of the show, which will also have B&Q branding.
The programme centres on the renovation of a turn-of-the-century terraced house in Newcastle, which Welch and her team will transform in ten half-hour episodes. B&Q director of marketing Mark Beeley says the programme will aim to be approachable, informative and friendly in style to reflect the company brand.
Granada Media Interactive is designing The Real DIY Website, which will launch at the same time as the first episode. The first episode will air on LWT at 5.45pm on Sunday April 2. It will also be shown on Granada, Yorkshire, Tyne-Tees, Anglia, Meridian and HTV on Thursdays at 7.30 pm, from April 6.