Natmags is extending its Country Living brand to TV with a six-part
ITV documentary series covering the magazine's campaign to find brides
for lonely farmers.
Farmer Wants a Wife, a "fly-on-the-wall" documentary series made by
Pearson Television, is scheduled to run in November. The programmes will
follow the fortunes of farmers featured in the campaign.
Since the free matchmaking service was introduced in August 1999 it has
attracted thousands of responses from women all over the UK. It has
already accounted for three weddings and several engagements.
The campaign - sponsored by kitchen-appliance manufacturer Neff - was
conceived to combat the loneliness of farmers. Country Living editor
Susy Smith claimed that, due to the drift of women from the country to
cities, farmers have problems finding partners. Country Living organises
barn dances in London at which matched couples can meet.
Smith added: "We've received wonderful testimonials from men and women
saying how we have changed their lives for the better."
Dianne Nelmes, controller of documentaries at the ITV Network, said:
"It's an obvious vehicle for TV that I know will be entertaining and
give a real insight into the stresses of farming."
The "Farmer Wants a Wife" feature won last year's British Society of
Magazine Editors' Innovation Award.
Feature, p22.
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