COI signs up for second series of ad-funded programme

by Darren Davidson, Brand Republic 06-Dec-07, 11:10

LONDON - The Central Office of Information has agreed to pay for a second series of the peak time ITV ad-funded programme about neighbourhood policing, 'Beat: Life on the Street'.

The series, which will consist of six 30-minute episodes, will be shown in ITV's winter schedule next year, but does not yet have a fixed airing date.

The series, which is advertiser funded by the COI for the Home Office, follows neighbourhood policing teams in Oxford and Lancashire. ITV is developing new online content to support the programme.

The Neighbourhood Policing teams help reassure local people, build relationships with the community and deal with the low-level crime and anti-social behaviour that can blight a community.

Nicky Buss, customer relations director at ITV, said: "This is a fantastic example of a successful branded content series in peak-time on ITV1. We were delighted that it recently won the Media Week Grand Prix and that a second series has been commissioned -- a great result for the client and for us.

"ITV's Customer Relations team has been working closely with the COI to develop a number of additional opportunities for this next series with online web chats and interactive content."

'Beat: Life on the Street Series 2' will be executive produced for Twofour by Joe Houlihan. The series was commissioned for ITV by Diana Howie, commissioning editor for features.