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‘Formal’ Sponsorships Available on IFC
In a bid to alleviate advertiser fear of ad-skipping by DVR users, the Independent Film Channel (IFC) is launching a new department called Integrated Partnerships. The department will formalize IFC’s current practice of allowing sponsors to buy program sponsorship and participate in on-air promos, according to MediaPost. Program deals include Heineken’s sponsorship of IFC’s Film Fanatic Fridays and Volkswagen’s sponsorship of the Escape from Hollywood block on Wednesdays.
Australian-based wine, Yellow Tail, is participating in a deeper sponsorship: a Tuesday night series of films will be promoted via movie clips customized for the winery. After each Tuesday night airing, another customized promo will run for the following week’s film.