After ITV and Sky, Channel 4 has now unveiled its first product placement deal since regulator Ofcom relaxed rules in this area at the start of March. The deal will see New Look clothing feature during a series of catwalk competitions on a live entertainment show to be launched by C4 this summer.

The competition-based show is being part-funded by New Look and will focus on women who want to work in the fashion business. The winner of the show will get a job at New Look, while the retailer itself will get both brand integration and programme sponsorship entitlements.

The show is being made by indie producer Twofour and agency Mother. Commenting, Channel 4′;s head of sponsorship, placement and funded content David Charlesworth said: “Having always maintained that Product Placement will be integral to squaring the circle of measurable value within the Funded Content arena, we’;re pleased to demonstrate such an innovative approach.”

New Look’;s Chief Marketing Officer Nick Cross added: “With over 600 stores in the UK and 10.6m people shopping at New Look in the last year, New Look is the barometer for high street fashion. As such, we are always looking for innovative ways to fuel our customers’; excitement for fashion. Our customers are a generation who do not delineate their online lives from their interests in the real world – so this is a natural next step in how brands can engage their audiences in an immediate, relevant and exciting way.”

Jennifer Hills, head of branded content, Twofour went on to say: “The change in guidelines allows us to extend the integration of a brand and its products into editorial and tell a complete story to consumers, something that has proved difficult in the past when relying solely on break bumpers. Product placement will help improve the commercial value for brands who evaluate against traditional media metrics and that can only be beneficial for growing investment. “