3 has signed an exclusive deal to sponsor original comedy programmes on Channel 4.
The network will use a series of idents that poke fun at what people love and hate about using the internet, kicked off by comedian Spencer Brown doing a stand-up set based entirely on mobile internet.
The sponsorship deal, which runs until the end of 2009, supports comedy content across Channel 4, E4, More4 and 4onDemand.
Shows included are Star Stories, Peep Show, 8 out of 10 Cats and a new entertainment chat show with comedian Alan Carr.
3 director of integrated communications Alan Doyle said: “Sponsorship of Channel 4’s comedy stream is a great fit for us as a brand. Like Channel 4, we like to push the boundaries of our industry. And while we strive for constant improvement to the status quo for our customers, we try not to take ourselves too seriously. These are values that are important to us, and we hope that this deal will help us share them with the 16 to 34 year old audience that the broadcaster’s award-winning programming attracts.”
3’s sponsorship series kicks off on May 16 during Greatest Comedy Catchphrases on E4.