Dave and Virgin 1 to promote The Godfather

Paramount Home Entertainment UK has secured a multi-platform sponsorship deal to promote the launch of The Godfather Trilogy DVD.

Ad sales house IDS and Mediaedge:cia have put together a promotion for this weekend, featuring broadcast sponsorship across Virgin 1 and UKTV channel Dave, plus online activity on Virginmedia.com.

The deal, worth more than £100,000, will see The Godfather Trilogy become the exclusive broadcast sponsor of nine hours of peak male-oriented programming on Dave, and 26 hours of programming on Virgin 1 between 31 May and 3 June.

Programmes to feature in the deal include Have I Got News For You and Whose Line is it Anyway? on Dave, and Virgin 1's American Inventor and Star Trek Enterprise. The agreement also features competition spots around the sponsorship, giving viewers the chance to win a home entertainment system.

Source: Media Week

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