IDS brokers sponsorship deals with Walker Media

by Tristan O'Carroll, mediaweek.co.uk 06-Nov-09, 15:05

LONDON - IDS, the Virgin Media-owned sales house, has struck two sponsorship deals with Walker Media.

The deals are for PC World on Virgin 1 and the release of comedian Frankie Boyle's new book on Dave.

Through the six-figure PC World deal, the computer group will sponsor entertainment programming on Virgin 1 in the run-up to Christmas.

The agreement covers about 10 hours of programming per day on the channel, including Chuck, Star Trek and Restaurant in Our Living Room. The deal begins on Monday (9 November) and will run to the end of the year.

Separately, HarperCollins will sponsor three hours of programming daily on Dave.

The publisher will use the sponsorship to promote Boyle's new book, My Sh*t Life So Far.

The sponsorship will begin on 14 November for two weeks. Dave programmes in the deal will include QI, Never Mind the Buzzcocks and Have I Got News For You.

Both partnerships were brokered between Dale Micklewright, partnerships manager, IDS, and Walker Media.