Magazine article Marketing

BBC Promotes Comedy in 'Perfect Day' Sequel

Magazine article Marketing

BBC Promotes Comedy in 'Perfect Day' Sequel

Article excerpt

The BBC is poised to unveil its biggest corporate push since the high-profile 'Perfect Day' film was unveiled two years ago.

The drive, which aims to showcase the BBC's comedy credentials, consists of two films which will air on Christmas Day, and continue into the millennium.

The films, called 'Comedy Trails', will feature more than 40 top comedy names, including Paul Whitehouse, Alan Davies, Harry Enfield and Stephen Fry. The comedians recount a 'shaggy horse story' as part of a campaign to highlight the range of comic talent associated with the BBC.

The films are due to air at 5.3Opm and 8.30pm on Christmas Day around East Enders. The BBC traditionally takes the lion's share of viewing at Christmas. Last year, its audience share on Christmas Day was 45%, compared with ITV's 41%.

Unlike 'Perfect Day', the 'Comedy Trails' films have been created in-house. But they have been produced by the same man, Steve Kelynack, head of creative, corporate and cross media at BBC Broadcast. …

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