|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 Getminted.com, 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 Getminted.com 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.