- Campaign, Thursday, September 18, 2014 6:45 AM
ITV's new free-to-air lifestyle and entertainment channel, ITVBe, launches on Octobder 8th with Diet Coke as its main sponsor. The sponsorship package, which was negotiated by MediaCom on behalf of
Coca-Cola, will include broadcast, online, mobile and licensing aspects. As part of the deal, Diet Coke will sponsor several programmes across the ITVBe schedule. The channel will focus
predominately on reality TV-style programming. It will be the home of The Only Way Is Essex
and a number of new shows.
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