Magazine article Marketing

Excite Backs Sky One Sitcom to Promote Net

Magazine article Marketing

Excite Backs Sky One Sitcom to Promote Net

Article excerpt

Internet portal Excite is to make its TV sponsorship debut by linking up with Sky One's new sitcom Time Gentleman Please in a deal worth around [pound]300,O00.

Excite is to sponsor 20 half-hour shows featuring comedian A1 Murray in his first ever TV show. The sitcom is situated in Murray's pub where soup in a basket is the dish of the day, and the term alcoholic is banned in favour of 'publican's friend'.

The series also features Absolutely Fabulous star Julia Sawalha as an Australian barmaid and Quadrophenia star Phil Daniels as a pub regular.

Sponsorship credits, created by Sky, show a group of friends in the pub recounting what exploits they got up to the previous night using Excite.

The strategy behind the sponsorship is to demystify the internet and encourage usage by showing how ordinary people use and enjoy it.

According to Walker Media account director Josh Howdle-Fuller, who with broadcast director John Horrocks helped negotiate the deal on behalf of Excite, the sponsorship is an extension of Excite's policy of linking up with event programming such as Euro 2000, the Rugby World Cup and the Grand Prix. …

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