Breaking down the barriers

Nick Bryant

Even with the current regulations, programme sponsorship is working, and the list of deals on ITV and C4 is now impressive, although there are still some odd gaps both in the types of sponsor coming forward and the kinds of available programmes being taken up.

Breaking down the barriers

Nick Bryant

Despite TV industry ambivalence, scheduling problems and over-strict regulatory constraints, the programme sponsorship medium can now be seen to work. Sponsored brands, even under the present tortuous sponsors' credit regime, can enjoy some of the benefits of appropriate programme association. The list of deals on ITV and C4 is now not unimpressive. Currently, however, there are odd gaps both in the types of sponsor coming forward and the kinds of available programmes being taken up. More liberal rules are inevitable, and should make sponsorship more attractive - easier to plan and use. Looking ahead,...

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