'Richard Bacon's Beer & Pizza Club' will see three celebrities enter Richard Bacon's fictional flat to discuss topics such as the ultimate gangster film and the best potato forms.
Bacon, who made his name as a 'Blue Peter' presenter in the nineties before he was sacked after admitting he took cocaine, is now best known for presenting programmes on BBC Radio Five Live.
Guests who appear on the show will score points for the best answer given to each question.
As its sponsor ShortList magazine is running press ads in the magazine promoting the show, which include the tagline "Four blokes, one live studio audience and banter to spare".
In turn, ITV is running a ShortList-sponsored spot to promote the show and will also run 15, 10 and five second idents during the series.
The ad, created by Addiction, uses the strapline "Shortlist: For the man with more than one thing on his mind" and includes imagery of the magazine.
Terri White, editor of ShortList, said: "The idea of a group of men indulging in world-class banter around the eternal male pre-occupation with lists was the perfect creative concept for us to get involved with.
"Our resident columnist Danny Wallace is lined up to be one of the guests, so I will be cheering him on from my sofa that night."
Georgina Turner, the commercial director of ShortList who brokered the deal, said a key factor in the partnership was the strong brand fit. ShortList magazine targets a male ABC1 25-44 audience.
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