Trouble and Pitch in User-generated Tie-up

Trouble, the Flextech-owned youth entertainment channel, has announced
its first-ever long-form, cross-platform advertiser-funded programming
(AFP) agreement. The channel  has signed a deal with Pitch, the mobile phone
entertainment service, to co-fund a 25 x 30-minute TV series called My
TV: Homegrown. The deal will also see branded content from My TV:
Homegrown and exclusive User-generated Content (UGC) made available as
mobisodes through Pitch.
My TV: Homegrown launched on Trouble at the beginning of November and
is Troubles first-ever fully user-generated TV show. It is based
entirely on content that will be submitted to the Trouble UGC website.
The weekly show evolves constantly, without the interruption of a
script, and reflects the trends and passions of the Homegrown community
and those of what Trouble calls the wider 2.0 world.
The exclusive mobisodes will be available across all mobile networks
through Pitch. The TV series will be topped and tailed with 10-second
Pitch-branded idents. The UGC presenter featured in
each weeks episode will drive viewers to a bespoke Trouble Wapsite on
Pitch, where viewers will be able to watch exclusive UGC clips
originating from the show.
The agreement is a continuation of Flextechs ongoing relationship with
Pitch. The companies say that Pitch and Trouble share an excellent
strategic brand fit, as their target audience consume media in the same
way and enjoy exciting, original content.
This first multi-platform AFP deal is a ground-breaking move for
Trouble, as it continues to develop its user-generated and Mobile TV
strategy says Claire Heys, Controller of Commercial Partnerships at
Flextech and UKTV. Were excited to be working with Pitch. We have
combined our shared values and brand synergies to create unique content
for our consumers.”
For Pitch, Head of Marketing Andrew Kendrick adds:
Its a great deal for both parties. Pitch customers are always up for
new and interesting content and thats exactly what theyll get from My
TV: Homegrown. Pitch gets strong brand exposure, plus original,
creative and irreverent content, and its also really exciting for us
to be working with Trouble to bring My TV to life on mobile. The type
of interactivity that you can get between mobile and TV gives us many
creative opportunities to explore over the coming months.”

Pitch Offers Content-for-Eyeballs Deal. Read.