The British Academy of Film and Television Arts (Bafta) has signed up Virgin TV as the title sponsor on the British Academy Television Awards.
Underlining Virgin’s commitment to supporting the awards, the brand will see exposure through the launch of a new award, Virgin TV’s Must-See Moment.
It will be the only award at the event decided by the British public as they look to pin down the essential moments that lit a fire under the usual allotted schedules.
Amanda Berry, chief executive of Bafta, said: “Virgin TV shares our commitment to promoting excellent television, and the Virgin TV’s Must-See Moment award will highlight some of the most talked about television and give the public the chance to have their say. We are very excited about our partnership with Virgin TV and look forward to celebrating the very best in television together at the Awards.”
David Bouchier, chief digital entertainment officer at Virgin TV, added: “Virgin TV’s commitment to the British Academy Television Awards is a celebration of the enduring power great television has to fire emotions and get people talking."
The Virgin TV British Academy Television Awards will be held Sunday 14 May at the Royal Festival Hall in London.