AFTERNOON programmes on ITV3 are to be sponsored by the Scots magazine, My Weekly.
The DC Thomson-published title is to succeed sister publication, The People’s Friend, as the sponsor of programmes broadcast on the channel between 2pm and 7pm and comprising dramas such as Agatha Christie’s Marple, A Touch of Frost and Heartbeat.
Idents are to be provided on behalf of My Weekly by the poet, Pam Ayres.
A DC Thomson media release quotes My Weekly editor, Sally Hampton, as saying: “We’re thrilled to be sponsoring ITV3 Afternoons and over the moon to have Pam Ayres on board.
“The ITV3 Afternoon’s audience offers the ideal fit for My Weekly’s target market and I feel that Pam Ayres is the ideal ambassador for our brand – a strong, inspiring, modern woman – like our readers.”