Vizzavi, the internet portal joint-owned by Vodafone and Vivendi,
is to make its TV sponsorship debut by backing Pop Idols on ITV in a
deal believed to be worth £2m.
The agreement will see Vizzavi link its brand with a search to find the
next Robbie Williams or Madonna. Pop Idols will offer aspiring singers
the chance to win a £1m record contract.
The 21-week series is similar in format to ITV's successful Popstars
show and will be one of the main 'events' of its autumn schedule.
Viewers will choose the winner in a telephone vote during the show.
The Vizzavi deal is thought to include an integrated sponsorship package
involving on-air credits, online support and promotional and
merchandising rights. The agreement was negotiated on behalf of Vizzavi
by Optimedia and for ITV by Granada Enterprises.
Vizzavi will hope the tie-up is as successful as T&T's sponsorship of
Popstars, which saw sales of the previously little-known soft drinks
brand reach ten millions cans during the first two months of its deal.
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