Channel 4, Fox forge partnership for product placement
| 18 August 2015
The sales division of the UK's fourth largest broadcaster, Channel 4, is teaming with US content giant Fox in a partnership that will see footage of the studio's latest film release Paper Towns in the E4 reality show Made in Chelsea: LA.
In the show, on the channel which claims to be the No 1 destination for 16-34 year old viewers in the UK, a key character will take a date to Fox studio's lot where he treats her to an exclusive private screening of Paper Towns, starring British actress and supermodel Cara Delavigne
The integrated activity, claimed to be an industry-first for the pay-TV sector, was planned and implemented by media agency Vizeum and The Story Lab. The partnership was brokered by Channel 4 Sales' Melanie Ball, partnerships account manager, and Stella Onuorah, partnerships manager, together with Robbie Ashcroft, creative solutions manager at Vizeum.
Commenting on the move, Simon Wells, partnership controller, content solutions Channel 4 Sales said: "This latest partnership with Fox represents an exciting first for showcasing film footage within one of our shows and is an innovative alternative to placing tangible products within a TV show."
Added Maria Buttaci, promotions executive, Twentieth Century Fox, said: "Made in Chelsea: LA is the perfect environment for broadening Paper Towns' appeal, and the truly integrated inclusion of film footage/artwork as well as ample social media support from the cast, really helps position Paper Towns as this summer's must-see film event.