It has been revealed today that Nintendo have purchased Channel Five’s new primetime quiz for £2 million, with a new Advertiser-Funded Programming (AFP) arrangement. A new milestone for interactive entertainment, the show will be used to promote Nintendo DS titles.

            The television show will be broadcast in eight one-hour shows starting this October, known as Britain’s Best Brain. Tiger Apsect Productions, a well established television production company responsible for the likes of The Catherine Tate Show and Mr. Bean, will ensure Britain’s Best Brain challenges contestants in tasks governed by memory, co-ordination, numeracy, recognition and risk. Nintendo will enjoy exclusive sponsorship credits around the programme – but faces barriers getting its consoles and games mentioned during the show. Unlike the US, commercial product placement is still illegal in UK TV programmes.

Head of programming at MEC Chantal Rutherford Browne said: “This television concept is a fantastic opportunity for Nintendo to bring their games heritage to life. I had been on the lookout for Nintendo for some months and already had preliminary negotiations with Five when the idea of Britain’s Best Brain came along via Tiger Aspect.

“The AFP allows Nintendo to align themselves with a particularly appropriate television series, forging a relationship between the TV channel and the brand that is truly symbiotic.”

AFP deals are becoming increasingly popular for commercial TV channels, which have seen ad revenues tumble as a result of the UK’s economic slowdown.

Nintendo’s senior product manager James Honeywell said: “We’re really excited to be working with Tiger Aspect, GroupM and Five on this ambitious new show and stepping into the realm of AFP for the first time.”

            2009 has seen many steps towards mainstream social acceptance of videogames, with Assassin’s Creed II highlighted in a relevant, yet extremely early television campaign and Modern Warfare 2 reportedly grabbing the m9st expensive television advertising spot in the history of the videogames industry. Electronic Theatre fails to see any negative effects of such promotional activities, and will be sure to keep you updated with Britain’s Best Brain.

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Comments

katslessor

+1

 

 

Wow, this sounds like a really good idea. I love innovation new ideas, and this seems like one! I'd quite enjoy going on the show, but would have to get practicing on the old brain exercise games.

Thursday 02 July 2009, 21:51

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