The new weekly ten-minute show will be called Punch Drunk TV and will be hosted by comedian Iain Lee on Virgin Radio's website creating a new sponsorship opportunity for the station.
Both Virgin Radio's and Endemol's in-house sales teams will take the format out to the advertising market with multimedia sponsorship opportunities available. The show will also hold creative branded content and product placement opportunities.
Virgin Radio's digital media director Andy Grumbridge said that the partnership should result in incremental revenue.
Pasa Mustafa, head of digital studios at Endemol UK said: 'This is the first time that Endemol has joined forces with a radio broadcaster and for us Virgin Radio's track record in creative and experimental digital media makes them the obvious partner.'
Virgin Radio's multimedia network will run cross promotion via on air, online and within the TV show.
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