Channel 5 back on Internet trail
By claire
Channel 5 has taken another stake in an internet company in exchange for advertising on the channel. The company has taken a stake of "no more than 10%" in gambling and gaming site, in return for a yearís worth of ads promoting the venture, worth 1 million. The terms of the deal are undisclosed but Channel 5 said its stake would increase depending on the performance of the campaign, which will particularly focus on Getmintedís daily 1million lottery draw, as well as its range of pay-per-play games. The stake, however, will not increase beyond a minority shareholding and probably not by more than 10%. Channel 5 said the deal cost it the equivalent of 1million worth of advertising slots.

The move, which is the eight deal of its type struck by the channel, will secure ads during programmes targeting Getmintedís core audience of "18-30 year-old males". Channel 5 admitted the campaign would essentially focus on its late night programming schedules and football coverage. Head of new business at the channel, James Burgon, said: "They will run through the schedule but targeted mainly at Getmintedís core audience. This is an audience Channel 5 is pretty strong with." Burgeon added that more deals of this nature were in the pipeline.

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