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Car's the star as RTE movie show gets a cash jumpstart

FORD Fiesta is the latest brand to fund an RTE series, the Herald can reveal.

The car manufacturer will provide substantial funding for RTE2's new film review show The Movie Show.

The new Fiesta will be featured on the programme through product placement and the brand will have some editorial input into the show.

Presenters will be joined by the two roving reporters, Daniella Moyles (25) and stylist Angela Scanlon (29).

Hosted by The Voice's Eoghan McDermott (33) and Celebrity Bainisteoir star Mairead Farrell (31), The Movie Show will run for 16 weeks. It makes its debut on Thursday.

TV advertising has changed drastically in the past few years.

In 2011, The Broadcasting Authority of Ireland lifted their restrictions regarding product placement and sponsorship on Irish TV. Products are now allowed to feature in Irish programming if they are "editorially justified".

Spar was one of the first brands to take full advantage of this change.

The chain negotiated a €900,000 sponsorship deal to become the newly revamped corner shop in Fair City.

Spar issued a statement at the time saying that they were looking forward to becoming "part of the storyline and script".

Spar also fully funded Donal Skehan's Kitchen Hero in 2011, investing €400,000 in the series.

INVESTED

The company continues to fund the show, although the amount invested this year has been reduced to €200,000.

Dubbed 'branded entertainment' or Advertiser Funded Programming (AFP) in the States, this is a new way of working a brand into the fabric of a television show.

Last year, Red Bull funded Bulletin TV; a half-hour show that focused on extreme sporting events around the world and promoted the Red Bull ethos.

hnews@herald.ie


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