Sky strikes first commercial deal for original short-form programming

Sky strikes first commercial sponsorship for short-form content

Sky has partnered with Fitbit to produce the second series of its VOD exclusive show Fit in 5, marking its first commercial deal for a short-form programme.

The broadcaster unveiled its first foray into original short-form production in January last year with the five-minute fitness show, fronted by personal trainer Marvin Ambrosius alongside TV presenters Lisa Snowdon and Sarah-Jane Mee. The first series of Fit in 5 accumulated over one million downloads on Sky’s VOD platform.

Now Sky has commissioned a second series that will be funded by commercial partner Fitbit, the first time Sky has worked with a partner to create a short-form funded content series.

The launch of the second series, which will include 18 ad-funded episodes over a six-week period, has been timed to coincide with the launch of Fitbit’s new slimline fitness tracker. The show will include Fitbit product placement, Fitbit sponsorship idents, and will be accompanied by a TV campaign.

The show is available exclusively to Sky customers on On Demand, Sky Go and Now TV. After premiering on Sky’s On Demand platform, the show will be rolled out across Sky Sports Mix in July.

The partnership between Fitbit and Sky was brokered by Sky Media, the advertising sales division of Sky, and Media Brands, a global media and advertising agency that operates as part of Universal McCann.

The short-form series is likely the first of many, following the broadcaster’s acquisition of social content producer Diagonal View in March.

Jason Hughes, head of creative solutions & branded content at Sky Media, said: “Sky has always produced a world class programming but with the recent acquisition of social content producer Diagonal View, we’re able to produce quality content for digital audience of all types and budgets. While short-form content will play an important role for some brands to reach new social audiences, brands have individual needs so we aim to work with them to help tell their story in the most engaging relevant way - whatever the platform.”

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