UKTV’s Yesterday signs first product placement deal

UKTV and brightsolid, an online publisher of genealogy sites, have entered into an agreement where the sites will be placed within a 10 x 60-minute history series commissioned by Yesterday.
June 7, 2011

UKTV and brightsolid, an online publisher, have entered into an agreement where brightsolid’s genealogy sites will be placed within a 10 x 60-minute history series commissioned by Yesterday.

Find My Past, produced by Lion Television, is Yesterday’s highest volume commission to date and will be co-funded in part by brightsolid’s family history site

The product placement agreement is UKTV’s biggest advertiser-funded program deal thus far. The series will incorporate into sponsor titles and end credits, branded beginning and end of parts, front of screen exposure in every show, and branding on all online and marketing materials for the series.

Premiering in Q4 2011 on Yesterday, each episode of Find My Past will see three people discover they are tied to a well-known moment in British history. The seemingly unrelated people will be brought to a location and told they have an ancestral link to that place and each other, and they must research their family trees to discover the connections.

This deal was put together by UKTV’s head of commercial partnerships, Sally Quick, with brightsolid online publishing’s marketing director, John Robertson, alongside Zenith Optimedia’s managing partner, Tim Brady.

The 10-part series has been commissioned by UKTV’s director of commissioning, Jane Rogerson, and UKTV’s commissioning editor, Catherine Catton, who will also be executively producing the series with Lion TV’s David Upshal.

UKTV’s Sally Quick says, already has a strong commercial association with us as Yesterday’s main sponsor, so finding and developing a fresh genealogy TV format to co-fund has been a natural next step.”

Brightsolid’s John Robertson said, Connecting people and places is at the heart of our business, so this investigative, historical format with a gripping human interest storyline is a natural fit with”

Lastly, UKTV’s Catton added, The wonderful thing about Lion’s brilliant new genealogy format is that it makes familiar historical moments three dimensional.  By selecting one moment and finding three real, personal perspectives on the same story, this series will bring key events from Britain’s past to life in a way that Yesterday viewers will love.”

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