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Media Lifeline: Branded TV channels.(Chronology)

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The latest funded channel offers product info and content with a Honda theme.

2000: Following a relaxation of broadcast regulations, the supermarket chain J Sainsbury and the ITV powerhouse Carlton Communications form a 50:50 joint venture to launch a new television channel. Called Taste Network, it is hailed as the UK's first food and drink channel. But, in August 2001, the partnership is dissolved and Carlton rebrands the channel as the Carlton Food Network.

2001: BMW becomes the first advertiser to establish a TV and video content franchise when it launches BMW Films. The films are shot by prominent directors such as John Frankenheimer and Ang Lee and feature stars of the calibre of Madonna and Gary Oldman.

July 2005: Ofcom again revisits the UK broadcast sponsorship code and introduces further liberalisations to bring it into line with the European Union's Television Without Frontiers directive. A ban on product placement and surreptitious advertising remains, but a green light is given for advertisers to sponsor whole channels.

October 2005: Audi is quick to take advantage of the new code unveiled by the Ofcom chief executive, Stephen Carter ...

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