Midland to sponsor ITV dramas
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.Midland Bank has paid pounds 2m to sponsor drama output on ITV for the coming year, it was announced yesterday.
Programmes such as Sharpe, Prime Suspect, Morse and new films such as Jane Austen's Emma and Daniel Defoe's Moll Flanders will begin with an introductory Midland sequence.
There are existing sponsorship arrangements on the commercial channels. Among the biggest deals, Coca-Cola sponsors ITV films and Coronation Street has backing from Cadbury Schweppes.
But ITV yesterday called the Midland deal "the most ambitious and complex . . . to date".
It was the first to involve the corporate sponsorship of a group of different programmes across the ITV network, it said.
Midland's chief executive, Keith Whitson, said the company was "delighted" to be associated with "the very best of British TV drama".
He said: "Since the programmes are likely to be watched by some 90 per cent of the population, we will be reaching into every community we serve in the country.
"With the banking and financial services market becoming increasingly competitive, it is critical that Midland looks to develop innovative new opportunities."
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments