The new dramas covered by the deal are 'Making Waves', a six-part drama set on board the Royal Navy frigate HMS Suffolk; 'Single', starring Michelle Collins as a single mother and produced by the team behind 'Teachers' and 'This Life'; 'Family', starring Martin Kemp, a six-part drama set against the background of the London underworld; and 'Rosemary & Thyme', featuring Felicity Kendal and Pam Ferris as a pair of gardening enthusiasts who get caught up in a series of mysteries involving death -- and horticulture.
The new series are due to be broadcast on ITV1 to this autumn and in the winter of 2004 and the sponsorship marks a major investment by Lindemans.
Lindemans is a key brand within the portfolio of Southcorp Wines, a top 50 listed company on the Australian Stock Exchange.
The sponsorship deal was brokered by Andy Thompson, Carlton's head of sponsorship, and Phil Cresswell, director of programming at Universal McCann on behalf of Southcorp.
"Billboards on a Friday night would have been easy to consider for a wine brand sponsorship, but the team at Carlton helped us pull together a bespoke package tailored to and synergistic with Lindemans core target audience, based on our research," Cresswell said.
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