Virgin Media Sponsors ITV's Got Talent Franchise

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ITV, FremantleMedia Enterprises and Syco TV have unveiled Virgin Media as the primary media partner of Britain’s Got Talent, which returns to ITV in Spring 2012.

The cross-platform partnership includes sponsorship of all Britain’s Got Talent programming, online sponsorship of the official Britain’s Got Talent website, mobile and a host of off-air licensing opportunities. The partnership with Virgin also extends to sponsorship of hit US series America’s Got Talent which returns to ITV2 next year.

Nigel Gilbert, Chief Marketing Officer at Virgin Media, said: “We’re extremely proud of all the fantastic things happening in the UK in 2012 and are teaming up with one of the nation’s favourite shows to celebrate great British talent. Britain’s Got Talent is at the heart of primetime entertainment and we’ll make the most of our partnership to bring the experience even closer to Virgin Media customers and to TV fans everywhere.”

Simon Daglish, Group Commercial Sales Director, ITV added: "Britain’s Got Talent remains one of the most talked about shows on British television. The team worked closely with Virgin Media to really understand their marketing needs and has delivered a fully integrated partnership, with deeper brand activation than ever before across multiple platforms."

Britain’s Got Talent is produced by talkbackTHAMES (a FremantleMedia company) and Syco TV. In 2011, it drew an average audience of 10.9 million viewers and a 43% share of viewing, with a peak audience of 15.2 million viewers tuning in to watch Jai McDowall win.

Creative for Virgin will be produced by Bartle Bogle Hegarty.