Heat teams up with ITV for comedy awards

ITV has secured Heat magazine, Emap’s celebrity weekly, as the official broadcast sponsor of this year’s British Comedy Awards.

Heat teams up with ITV for comedy awards
Heat teams up with ITV for comedy awards

The deal with Emap Elan, the glossy magazines branch of the publishing giant, will see Heat sponsoring the main awards ceremony on ITV1 on Wednesday 14 December.

Sponsor credits for the magazine will also be shown on ITV2, which will cover the after-show party.

The deal, which ties in with the publication of Heat's Christmas double issue, was negotiated by associate director at OMD Fuse, Cate Murden, and the ITV Sales Sponsorship team.

The magazine replaces One.Tel as the show's sponsor. The budget telephone company had sponsored the event for three years running.

Heat editor Mark Frith, said: "TV events don't get much bigger than The British Comedy Awards and Heat are proud to be involved."

The comedy awards are now celebrating their 16th year and regularly attract audiences in excess of 10 million viewers.

The sponsorship credits will be created by Quiet Storm, who have worked with Heat since its launch in 1999 and helped it grow from a weekly circulation of 20,000 to sales of around 560,000 per issue.

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