Channel 4 Secures Nescafé For Sponsorship Deal

Channel 4 has secured Nescafé as the sponsor of a new show exploring young people’s experiences of homelessness.

Turning It Around, which has been produced in association with Shelter, begins this Sunday and will feature first-hand accounts of the problems of homelessness. The programme, which will be presented by Hollyoaks actor, Jamie Luke, aims to raise awareness amongst young people of the housing issues that they could potentially face.

Commenting on the deal, Nescafé’s brand manager, Jane Aldridge, said: “Consumer research among our target audience of 16-24 year olds has shown that housing issues are a matter of real concern. Yet although there are support services available, young people are often unaware of them. By using our experience in reaching young people we can deliver a direct benefit to those with issues in this area and support the leading charity organisations in the field.”

Executive producer, Phil Redmond, added: “Mersey TV was keen to produce a television programme which encourages young people to try and solve their problems and improve their lives. The problems surrounding homelessness and poverty are faced by so many people at some time in their life and this programme helps raise awareness and highlight the many services available to them.”

Last year Nescafé signed a £9.5 million deal with Channel 4 to sponsor Hollyoaks, which was recently extended to five nights a week following the decision to axe Brookside (see Channel 4 Shuns Brookside For More Hollyoaks).

Channel 4 also recently secured Kenco as the £1.5 million sponsor of a variety of programmes on its main terrestrial channel and digital youth channel, E4 (see Channel 4 Secures £1.5m Sponsorship Deal With Kenco).

Channel Four: 020 7396 4444 www.channel4.com

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