23 January 2008

ITV Customer Relations announced today that Mars brand Pedigree is to fund the brand new ITV1 series Dog Rescue. This is the first fully funded AFP to be developed and produced by ITV.

The brand new factual series will offer a unique insight into the work involved in animal rescue and pet re-homing. The observational documentary is set in two of the UK’s busiest animal re-homing centres, The Dog Trust in Harefield and Manchester Dog’s Home and follows the dedicated team of professionals who work there.

Additional content including bespoke video will also be available online at itv.com.

The project was developed by Samantha Wilson and Ben Louis at ITV Customer Relations from a brief through Pedigree’s media planning agency Mediacom.

Stephen Rendu, Marketing Manager at Pedigree, said: “Pedigree believes that all dogs deserve a loving home, which is why we are really pleased to be working with ITV on Dog Rescue to support the Pedigree Adoption Drive Campaign. Through the Adoption Drive campaign Pedigree wants to highlight and help reduce the number of dogs abandoned in the UK each year. ITV's content and programming strength will go along way to helping raise awareness around this issue, as well as support the fantastic work re-homing centres do across the UK to find all dogs a loving home

Samantha Wilson, Client Development Director at ITV, said: “Dog Rescue is a great example of how to develop content with brands. Not only does the series meet the high standards of ITV’s commissioners and has earned a great slot in schedule but it also does a fantastic job for Pedigree. That could not have happened without a close collaboration between client and media owner from the outset”.

Diana Howie, Commissioning Editor for Features at ITV, said: “We have been looking for strong content in the world of animals for some time and I’m very excited that ITVP has come up with a strong and wonderfully engaging series that will appeal to our Sunday teatime audience. The fact we can also collaborate with a commercial partner on this project is the icing on the cake.”

ITV has a clear strategy to grow the advertiser-funded programming market and is currently in active discussions with over 30 brand-owners, including telecoms, technology, automotive and utilities.

Dog Rescue will be produced by ITV Productions’ Daytime and Lifestyle department and was commissioned for ITV by Diana Howie, Commissioning Editor for Features.