Sage To Fund Second Series Of ITV Studios' The Krypton Factor

Business software and services provider Sage (UK) Limited, has announced the return of its Business Brains campaign for 2010 to test the nation's business skills.
It is also set to renew its partnership with ITV to fund a second series of The Krypton Factor, which will return to ITV1 in early 2010, produced by ITV Studios.
The first series, hosted by Ben Shepherd in 2009, reached over 18 million viewers across its run and 500,000 enthusiasts challenged their business IQ on: www.trainyourbusinessbrain.com.
Joanna Elliott, Head of Brand Marketing at Sage, said: "The Business Brains campaign has had an enormous impact on our business. In less than a year, we achieved a shift in brand perception and created a much stronger emotional connection with our customers and business partners. With so many people asking for the show to come back, we couldn't resist. It's a journey we haven't finished yet."
Claire Horton, Controller of Entertainment at ITV Studios, said: "We're delighted to be working with Sage for a second series of The Krypton Factor on ITV1. We have already been inundated with hopeful applicants who, amongst other rounds, will have to tackle the brand new specially designed assault course. This is going to be our biggest and best The Krypton Factor yet."
Remy Blumenfeld, Director of Formats at ITV Studios, said: "Krypton Factor's successful comeback has proved that viewers of all ages are still attracted to the show's unique combination of brains and brawn. We are thrilled that ITV1 is bringing it back for another series and I'm hopeful that broadcasters around the world will follow suit."
Ben Kerr, Content Director of Drum, said: "We were all really pleased by the success of The Krypton Factor this year and are excited that Sage is able to fund a second series in 2010. In 2009, The Krypton Factor was the first ad funded programme to establish itself as a peak time property on terrestrial TV. Viewing figures, online results, changes in brand tracking and a Silver Lion at Cannes are all testament to the success of the current campaign. In 2010, our ambition is even greater and we will continue to use branded content at the heart of our campaign to drive broader customer engagement."
(KMcA/BMcC)