Crufts hands global TV package to Sunset+Vine

by Daniel Farey-Jones, Brand Republic 29-Sep-09, 13:00

LONDON - Dog show Crufts, which is returning to British TV on More4 in 2010, has appointed production company Sunset+Vine to handle international TV distribution.

Sunset+Vine, which is also responsible for global online video coverage of the show, is to produce a one-hour highlights programme of the March 2010 event for an international audience in addition to daily highlights for More4.

The production company is hoping to sell the show into markets such as the US and Australia.

The Kennel Club, which owns the show, has already secured sofa retailer DFS as headline sponsor for the 2010 event and announced a deal bringing it back to UK television on More4.

The show was not televised in 2009 following an August 2008 BBC One exposè revealing animals with genetic defects resulting from inbreeding in pedigree dogs.

The BBC suspended its long-running coverage of the show out of concern about featuring 'at-risk' breeds, but online video coverage of the 2009 show was produced by Sunset+Vine, which it will do again next year on a dedicated DFS Crufts-branded website.

After the documentary Mars-owned pet food brand Pedigree also ended its 40-year sponsorship, believed to be worth around £500,000 per year.

At the time Mars UK said: "After careful consideration, Pedigree has decided to withdraw its sponsorship of Crufts.

"The Pedigree brand has evolved and we are prioritising initiatives that support the broadest possible community of dog owners such as our successful programme to help homeless dogs - the Pedigree Adoption Drive - and our online service for breeders.

"We look forward to working with the Kennel Club on other projects in the future."