Nintendo strikes debut AFP deal with Five

The initiative, brokered with Tiger Aspect Productions by Mediaedge:cia (MEC), will include sponsorship credits around the show to promote Nintendo's Touch Generation software for the DS console, in the run-up to Christmas.

The deal was brokered by Chantal Rutherford Browne, head of programming at MEC, and Clare Heys, vice-president of commercial partnerships at Tiger Aspect.

The eight-part series, developed and produced by Tiger Aspect and GroupM Entertainment, will put contestants through a series of games designed to push them to their mental and physical limits, to see who will be crowned Britain's Best Brain.

Each of the one-hour shows, due to air on Five from October, will see contestants tackle five tasks which have been scientifically created to test specific functions of the brain, such as memory, co-ordination, numeracy, recognition and risk.

Nintendo will hold a six-week nationwide recruitment drive for contestants in UK shopping centres during July and August.

Prospective candidates' agility will be put to the test using a selection of Nintendo DS and Wii's puzzle and challenger games, including Dr Kawashima's Brain Training: How Old is your Brain?, Wii Fit and Big Brain Academy.