Transform to fund LivingTV show on plastic surgery

by Jennifer Whitehead, Brand Republic 07-Sep-06, 11:00

LONDON - Six wannabe celebrities will undergo plastic surgery in a new advertiser-funded series commissioned by LivingTV2, which will test the limits of Ofcom's rules on sponsorship.

The programme, 'Surgery to Stardom', is being funded by plastic surgery group Transform Medical. Ofcom has strict guidelines about the sponsorship of television shows, also covering advertiser-funded programming, preventing any references to the sponsors and their services and products.

LivingTV2 is confident that 'Surgery to Stardom' complies with the broadcasting code, because it has no verbal or visual references to Transform Medical, only break bumpers as with a normal sponsorship deal.

Nonetheless, the broadcaster is certainly sailing close to the wind. As well as barring direct mentions, the code states: "The sponsor must also not have any other direct or indirect interest in the editorial content of the sponsored programme. Non-promotional references are permitted only where they are editorially justified and incidental."

'Surgery to Stardom' is the first programme to be commissioned by Flextech-owned LivingTV2. The six-part series begins on October 16 and follows the lives of people who believe that cosmetic surgery will help them achieve stardom.

They include: Lee Bloor, a male model; Terri Reece, aspiring pin-up model; and the Manchester radio DJ Mike Toolan. The procedures they undergo include breast implants and nose jobs.

Transform Medical Group is no stranger to unconventional methods of promoting its services. It was involved in Living TV's 'Extreme Makeover' and has run a competition in conjunction with Emap's Top Sante magazine where a makeover was the prize.

It has previously been criticised by the British Association of Aesthetic Plastic Surgeons for using loyalty cards and gift vouchers to stoke demand for operations.

Charles Low, business development controller of LivingTV2's sales house IDS, said: "'Surgery to Stardom' is a great example of how we can offer clients, such as the Transform Medical Group, alternative ways of reaching their target audience through advertiser-funded programming."

Advertiser-funded programming and branded content are seen in some quarters as the best weapon advertisers have as traditional 30-second TV spots are widely seen to be on the wane.

Other companies to rediscover the format are Unilever, which pushed Persil in a deal with Nickelodeon, and Vodafone, which has funded music programming on Channel 4.

ITV was also reported earlier this year to be in talks with Boots, Tesco and Reckitt Benckiser about opportunities.

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