Dave signs Red Bull for ad-funded debut

LONDON - UKTV has sealed its first ad-funded programming deal for Dave, the broadcaster's male-oriented channel, as it moves to air more original programming.

Sally Quick, UKTV head of commercial partnerships
Sally Quick, UKTV head of commercial partnerships

Dave has signed Red Bull to co-fund its first branded programming commission, Red Bull X-Fighters.

Red Bull X-Fighters is a motocross event that takes place in Mexico, Brazil, the US, Germany and Spain in June and July. The footage will be embedded into a six-part weekly show. ITV4 aired a similar Red Bull X-Fighters series last year.

Each episode pits riders against one another as they compete to perform the most stunts possible in two minutes.

The deal was negotiated by Sally Quick, UKTV head of commercial partnerships, and Red Bull head of broadcast and digital, Christie Poulos, and commissioned by Jane Rogerson, UKTV's director of commissioning for factual and factual entertainment.

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