TV
Virgin 1 and Challenge have picked up the rights to air a UK version of the Swedish BingoLotto game.
The two channels will air the game during commercial airtime between 7pm and 8pm on Fridays starting on February 29. The UK version will be presented by Joe Pasquale and Suzanne Shaw and allows viewers who have purchased tickets beforehand at retail stores to play bingo-style lotteries.
"BingoLotto is a giant leap forward for branded content in the UK – a truly innovative, creative and entertaining use of commercial airtime," said Clare Heys, Virgin Media TV's controller of commercial partnerships. "BingoLotto creates genuine appointment-to-view television at the heart of the primetime schedule: a real first for UK television."
Format creator Gert Eklund added: "We are very excited to be bringing BingoLotto to the UK. The game has been such a huge success in Sweden – the highest rating show in Scandinavian history, giving around £100 million to charity each year, and we hope to have the same success here in the UK. BingoLotto is a fun and entertaining game, with a highly interactive format where viewers play along live."
At least 20% of BingoLotto's proceeds will be donated to good causes, and the first partner charities have been named as the Central Council of Physical Recreation and the National Council for Voluntary Organisations.
The two channels will air the game during commercial airtime between 7pm and 8pm on Fridays starting on February 29. The UK version will be presented by Joe Pasquale and Suzanne Shaw and allows viewers who have purchased tickets beforehand at retail stores to play bingo-style lotteries.
"BingoLotto is a giant leap forward for branded content in the UK – a truly innovative, creative and entertaining use of commercial airtime," said Clare Heys, Virgin Media TV's controller of commercial partnerships. "BingoLotto creates genuine appointment-to-view television at the heart of the primetime schedule: a real first for UK television."
Format creator Gert Eklund added: "We are very excited to be bringing BingoLotto to the UK. The game has been such a huge success in Sweden – the highest rating show in Scandinavian history, giving around £100 million to charity each year, and we hope to have the same success here in the UK. BingoLotto is a fun and entertaining game, with a highly interactive format where viewers play along live."
At least 20% of BingoLotto's proceeds will be donated to good causes, and the first partner charities have been named as the Central Council of Physical Recreation and the National Council for Voluntary Organisations.
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