Nintendo to fund FIVE quiz show

Advertiser-Funded Programming deal struck with the UK TV channel for Britain's Best Brain.

MCV reports that Nintendo is to bankroll a TV show on UK television channel FIVE, having struck an Advertiser-Funded Programming (AFP) deal with the channel for quiz show, Britain's Best Brain.

AFP is a break away from the traditional form of television advertising, in which the advertiser pays to place their message in the TV programme itself, rather than just buying advertising space around it. However, in the UK commercial product placement is still illegal. Nintendo will instead get exclusive sponsorship credits around the programme.

MCV understands the partnership cost Nintendo £2 million and will use it to promote Nintendo DS titles.

Eight one-hour programmes will air from October, with contestants tackling five tasks governed by memory, co-ordination, numeracy, recognition and risk.

Nintendo’s senior product manager James Honeywell said: “We’re really excited to be working with Tiger Aspect, GroupM and Five on this ambitious new show and stepping into the realm of AFP for the first time.”

You can apply to be a contestant on Britain's Best Brain over on the FIVE website.