BSM sponsors E4 youth drama

Driving school BSM has signed up to sponsor E4’s new youth drama series Skins as part of a revamp of its brand.

The idents will run from tonight (Thursday) and for the rest of the nine-part series. They will also re-run when the series is repeated later in the year on Channel 4.

BSM marketing manager Julie Mortlock says: “This is a bit of a departure for BSM but is very much in-keeping with the new vibrant and youthful look of this well-established brand.

“We are aware that some of the programme content is controversial and, as the UK’s largest driving school, our primary role is to promote responsible driving. We are using this sponsorship to reach our target audience of 17 to 24-year-olds and raise awareness of the brand.”

The first programme pulled in 1.7 million viewers, a record for the E4.

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