ITV Forms Partnership With Matalan And Time Inc. UK

ITV has formed a new content-led partnership with Matalan and Time Inc. UK.

The agreement, originated and brokered by Electric Glue, will see Matalan broadcast bi-weekly fashion and style shows ('Matalan Presents: The Show') on its online and digital platforms.

The first show was unveiled on Matalan's website, app and YouTube channel on Monday, 05 September. It will be followed by further episodes at two week intervals.

Each six-minute long episode will be produced by ITN Productions for ITV AdVentures and is presented by Denise Van Outen. She will be joined by fashion industry insiders including fashion journalists from Time Inc. UK brands and prominent style bloggers.

ITV will broadcast 20-second long airtime trailers with Mrs Van Outen which will direct viewers to watch the show at Matalan.co.uk. In addition, the broadcaster will air advert breaks in key programmes including Coronation Street and X Factor and across ITV, ITV2, ITVBe and ITV Encore.

Simon Daglish, ITV's Deputy Director of Commercial, said: "When we launched ITV AdVentures our aim was to produce bespoke content for advertisers which offered creativity and engagement far beyond a standard campaign and this partnership with Matalan and Time Inc. UK is a fantastic example of that. By creating this content led strategy for Matalan we're able to showcase the brand in a really fresh way for their customers.