TV3’s parent company Virgin Media has been announced as sponsor of TV3’s Gogglebox which starts soon. The viewer-watch series popularised by Channel 4 is Virgin’s first foray into TV sponsorship. “We’ll be using our connection with the show to highlight our own TV offering,” Niamh O’Driscoll, senior brand and communications manager, Virgin Media, said.
The sponsorship includes top ‘n’ tail ads during broadcasts and social media activity.
Virgin customers will also have access to exclusive clips and apps on the move. Gogglebox is narrated by Deirdre O’Kane and Rory Cowan from Mrs Brown’s Boys. Gogglebox creator Tania Alexander was in Dublin for the announcement. She is director of factual entertainment for Studio Lambert, part of All3Media and a sister company of Virgin Media.
Studio Lambert is helping Kite Entertainment to make the Irish version of Gogglebox for TV3. Pictured are Niamh O’Driscoll, Virgin Media, Darren Smith, executive producer of Gogglebox and managing director of Kite Entertainment and Tania Alexander.