IDS renews EBLEX backing of UKTV Food channel

by Tristan O'Carroll, mediaweek.co.uk 02-Jun-09, 13:20

LONDON - IDS has renewed the English Beef and Lamb Executive's sponsorship of Market Kitchen on UKTV Food in a deal worth around £500,000.

EBLEX has also been named as channel sponsor for the first two weeks of Good Food, which will replace UKTV Food from 22 June.

Produced by Optomen, Market Kitchen is UKTV Food's flagship show reaching more than 5.7 million people.

Launched in April 2007, the show, presented by the likes of Tom Parker Bowles and Amanda Lamb, aims to provide local cooking ideas.

EBLEX will renew its sponsorship of the show for a further six months from early June through to the end of November. The deal will include an expanded online partnership on UKTV Food's website.

The online elements will cover sponsorship of the Market Kitchen homepage, recipes involving beef and lamb, video recipes and advertorials. There will also be regular competitions and idents around Market Kitchen shows broadcast online.

The deal was negotiated by Toby Roberts, commercial development manager, IDS, Keren Levy, digital sales, IDS, and Ross Minton, associate director at Fuse Brand Entertainment.