DC Thomson has announced My Weekly as the new sponsor of ITV3 Afternoons from November 2013.
The sponsorship will see My Weekly idents run daily, between 2pm and 7pm on ITV3 around programmes such as Agatha Christie’s Marple, A Touch of Frost and Heartbeat.
My Weekly editor Sally Hampton said: “We're thrilled to be sponsoring ITV3 Afternoons and over the moon to have Pam Ayres on board.
“The ITV3 Afternoon’s audience offers the ideal fit for My Weekly's target market and I feel that Pam Ayres is the ideal ambassador for our brand – a strong, inspiring, modern woman – like our readers.”
Writer, broadcaster and entertainer Pam Ayres will write and star in the idents.
Ayres said: “I am delighted to be involved with My Weekly magazine as I have always found it to be friendly, helpful and supportive.”
The sponsorship will be supported by an in-store point of sale campaign across the major super market chains throughout November.