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Guardian moves into television.(launches sport series on Channel 4)
Newspaper unveils branded-content deal with Channel 4 in a bid to underline its sports credentials.
The Guardian is taking the major step of moving into branded TV with the launch of a sports series on Channel 4 later this summer.
Billed as an hour-long mixture of debate and reviews, The Guardian Sports Show will be broadcast on Saturday mornings ahead of Channel 4's coverage of The Ashes, for an initial run of six weeks starting in August.
The show, which will be hosted by Clive Anderson, will feature sporting commentators and celebrities discussing topical sporting issues in an irreverent way in front of a studio audience.
It is being produced by North One Television and the PHD subsidiary Drum Screen, and will be filmed at Channel 4's studios.
Channel 4 and The Guardian are co-funding the series.
Marc Sands, the marketing director at The Guardian, said he was inspired to explore branded content following a presentation given by the BSkyB chief executive, James Murdoch, and the WPP chief executive, Sir Martin Sorrell, on the potential impact of personal video recorders on spot advertising.
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