Chris Moyles’ much hyped new TV show – produced by Chris Evans – launches on the rebranded Channel 5 (now calling itself, simply, five) this Monday. And before they even go on air they have received a warning from the ITC after they won a £500,000 sponsorship deal with Carling. An ITC spokesperson has told the Media Guardian they have reminded the show of the strict guidelines that cover drinks sponsorship, remembering ‘Hotel Babylon’, the last live TV show to be sponsored by a drinks brand which got in trouble after its sponsor Heineken insisted its products be seen on screen.
"They will have to be incredibly careful that they don't make an impression on the viewers that Carling has anything to do with the show's editorial content," the ITC said. Programme insiders are keen to stress the sponsorship deal gives the brand the usual opening, closing and break promotional slots, but no advertorial content during the actual programme. Heineken's 1995 sponsorship of the Planet 24 produced Hotel Babylon fronted by Dani Behr was one of British TV's biggest corporate disasters when Heineken bosses requested that fewer black people appeared on the show and asked for the beer to be given greater prominence on screen.
Meanwhile rumours are rife about Moyles’ future at BBC Radio 1. The Evening Standard yesterday claimed Radio 1 chief Andy Parfitt is seriously considering a schedule revamp in the New Year to combat an ongoing decline in ratings, and accusations the station isn’t truly championing new music. Rumours have it that both Chris Moyles and Dave Pearce could go. The paper also reported rumours that Xfm DJs Christian O’Connell and Zane Lowe were being courted by the station – the former for the drive time shift, the latter to host a new music show to replace the Evening Session when it is axed later this year. But a Radio 1 spokesperson denied major line up changes are around the corner.