twofourtv produces BHF-funded health programme

Seven and a half million people are set to benefit from 'Heartland' health programmes from the British Heart Foundation (BHF) and available on Channel Health in both doctors’ surgeries as well as at home.
The initiative is Channel Health’s first advertiser-funded TV series and the brainchild of twofourtv – the new media arm of Twofour Productions – and is paid for entirely by the BHF.
This type of programme opens up a new communication channel allowing the organisation to deliver its brand values and key messages through an entertainment-led format.
Fronted by presenter Maggie Philbin and broadcast across the Sky Digital network and direct to 1,600 doctors’ surgeries in the UK, 'Heartland' is designed to become the definitive guide to caring for your heart.
The 12-part series will take a consumer-friendly approach to delivering the basics on exercise, diet and lifestyle, as well as carrying information on keeping cholesterol in check and emergency cardiac care.
This series is twofourtv’s second advertiser-funded series this year, with other recent work including the successful 'London Boat Show' programmes broadcast across the ITV network in January.
The BHF will also be using the content for their own internal education initiatives, providing patients and carers alike with entertaining and informative programming.
Jason Langley, Head of Branded Programming at twofourtv, said: “As pioneers in the advertiser-funded programme space, twofourtv is perfectly positioned to meet the needs of both the broadcaster and the commercial partner.
"For 'Heartland' we worked very closely with the BHF and Channel Health to provide them with everything from concept through to execution. Unlike many other independent production companies, twofourtv’s established reputation in both the broadcast and corporate market allowed us to develop a series that provides educational content that is engaging and inspiring but still get across the vital messages about a healthy heart.”
Nicki Cooper, Head of Education at the British Heart Foundation, said: "Coronary heart disease is the UK's biggest killer, accounting for around 125,000 deaths a year. By educating people and giving them practical advice and support to help them live healthier lifestyles, this entertaining and informative series is a positive step forward in the fight against a devastating disease."
twofourtv, www.twofourtv.com
(GMcG)