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Somethin' Else Brings Festival Spirit To ITV

Somethin' Else, a leading cross-platform production company, has been commissioned by ITV and Pimm's to produce TV coverage of the Latitude Festival 2008, which is being held between July 17-20.
Somethin' Else will capture the festival spirit, filming acts from the music, dance, theatre and comedy areas to be broadcast on ITV2 and ITV3. Bands featured include Franz Ferdinand, Blondie and The Black Kids. The ITV 2 show is presented by Caroline Flack and comedian Rufus Hound. The ITV 3 host will be Stuart Maconie.
The shows are partly ad-funded by Pimms through their agency Mother. Somethin' Else are producing integrated titles for both shows.
Somethin' Else are also producing bespoke content for featuring additional performances and features.
Jez Nelson, Creative Director at Somethin' Else, said: "Since Latitude debuted in 2006, it has combined a beautiful location and trademark diversity with positive attitude to create a whole new kind of festival experience. We wanted to capture this experience using our expertise in filming live events to allow people to enjoy the breadth of what the festival has to offer."
Alex Franklin, Client Development Manager at ITV Customer Relations, said: "The Latitude project provides a fantastic opportunity for ITV to work as partners with Diageo, Festival Republic and Somethin' Else to leverage the event and bring it to a wider audience."
Content on ITV2 will focus on a mix of headlining music acts and comedy, while ITV3 will play host to a mix of other musicians and the various arts arenas. Somethin' Else will be producing material shot in the Uncut Arena and on a smaller scale in locations such as in the woods or around the lake, gaining up-close access to acts. For the Comedy Arena, Somethin' Else will film from within the crowd to give an inclusive, amongst-the-action feel to the production.
The commission to film Latitude is the latest in a line of live events that Somethin' Else has worked on, which have included 'Franz Ferdinand in South America' (Channel 4), 'The Kooks at the Barfly' (BBC Radio 1 TV) and the Orange Sessions at Glastonbury. Other major video and audio projects have included content for Channel 4, BBC2, 6 Music, BBC 3, Radio 1 and Orange Mobile.
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