News
Las Vegas to sponsor Paramount’s first ever advertiser-funded programme
26.04.2007Paramount Comedy is set to air its first ever advertiser-funded programme following a partnership secured between the Las Vegas Tourist Board and Viacom Brand Solutions, the sales house for Paramount Comedy, Nickelodeon and MTV. The Las Vegas Tourist Board are also sponsoring the channel’s comedy strand ‘Make Mine A Double’ as part of the deal. The deal was brokered by R&R Partners and Initiative.
The ad-funded series, “Homeward Bound” is a retrospective comedy series based on Simon and Garfunkel trips to Las Vegas. It will be shot in and around Las Vegas in a documentary-style format. Written and performed by comedians Tom Meeten and Simon Farnaby who have appeared on TV sketch shows including Spoons, The Mighty Boosh and Blunder, it will launch in June and comprise of 10 x 2-minute programmes.
In addition, from 30 April to 30 December, the Las Vegas Tourist Board will sponsor The Paramount Comedy strand ‘Make Mine A Double’ which will include presence on-air and online at paramountcomedy.co.uk.
Make Mine A Double runs from 9pm – 10pm Monday to Thursday and 6pm - 9pm Saturdays and Sundays. It features top US comedy including Scrubs, Everybody Loves Raymond and King of Queens. And from Monday 7th May, brand new exclusive season four of America’s biggest comedy Two and a Half Men starring Charlie Sheen kicks off, as well as the exclusive UK debut of America’s highest rated new comedy Rules of Engagement, starring David Spade.
Viacom Brand Solutions director of partnerships Daniel Salem said: “Securing the Las Vegas Tourist Board for a second year demonstrates the success of last year’s sponsorship activity. The new advertiser-funded programming element is particularly exciting as this is a first and demonstrates Paramount’s access to top comedians and its ability to work with brands.”
The deal was negotiated by VBS partnership director Drachan Forster and Initiative’s TV Group Controller Ian Stevens.
