Asda funds TV show on Sky channel

by Fiona Ramsay, Media Week 06-May-08, 15:10

LONDON - Supermarket giant Asda has today launched a new sponsored documentary programme on the Information TV channel, broadcasting on Sky Digital.

Asda's half-hour programme, produced by Lion Eyes and called People, Prices, Planet, is being broadcast daily at 9pm from Mondays to Saturdays, and on Sundays at 6.30pm.

The programme will be broadcast for three weeks on Information TV, which can be accessed by nine million UK households with a Sky Digital subscription or a Sky Freesat service.

The programme will also be available online as a simulcast video stream at www.information.tv.

Information TV allows organisations to fund and broadcast their own programmes, rather than advertise on other channels.

Asda's programme is focused on sustainable sourcing and its efforts to reduce waste and packaging.

The company is encouraging viewers to visit the newly re-launched company website and post their feedback.