4music Signs Exclusive Two-year Deal With ITN Productions

4Music has agreed to a two year deal for ITN Productions to supply entertainment news content for The Breakfast Fix, the innovative morning TV show. The deal represents the extension of a three month pilot commissioned in 2010 and is indicative of the success the show has experienced to date.

Dave Young, Programming Director at Box TV, the joint venture between Channel 4 and Bauer, says: ‘We’re really excited that a limited-run pilot has come through so strongly for us. As with all pilots there’s a leap of faith and the audience’s reaction has been fantastic.’

The Breakfast Fix is the only show on TV to serve up a youth-focused breakfast-time fix of entertainment news and music. It has accumulated an audience of 3.1million viewers from its launch last October to end of March 2011. 1.3 million of them are between 16-34 years old which demonstrates 4Music’s ability to package and editorialise relevant content and music to a particular demographic.

ITN Productions will continue to co-produce the programme, supplying a series of entertainment news bulletins each morning along with text stories and weather forecast information, which are integrated with fun graphics into a mix of upbeat chart hits.

Dave Young continues: ‘We just felt there was nothing on TV in the morning that set the pace for fun-loving, pop-culture obsessed 16-to-thirty-somethings – and the results seem to show we were right.’

Mark Browning, Managing Director of ITN Productions, said: ‘We’re delighted with the success that The Breakfast Fix has had since its launch last year. 4Music’s commitment to a two-year deal on the back of the pilot’s high viewing figures demonstrates that there’s genuine appetite for the compelling entertainment and music content that ITN Productions is renowned for.’

The Breakfast Fix can be seen every weekday on 4Music (Freeview 18, Sky 360, Virgin 330) from 7am till 10am.

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