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Dave to air comedy Rio roadtrip, funded by Kia cars

Dave to air comedy Rio roadtrip, funded by Kia cars
News
Pippa Considine
10 December 2013

UKTV channel Dave has teamed up with advertiser funded programme specialists A Brand Apart Television and ITN Productions to produce a six part international series, Kia's Road to Rio, in the lead up to next year's FIFA World Cup in Brazil.

Kia's Road to Rio
, produced by ITN Productions, will star comedians Mark Watson and Henning Wehn as they drive through South America ahead of the biggest event in the world's footballing calendar, culminating in a finale episode in Rio. 

Filming will commence in January and air on Dave ahead of the FIFA World Cup next year. 

Each episode will feature Kia branding.

The series will be broadcast in over 50 countries worldwide, including Dave in the UK.

The series will follow the comedy duo on their exploration of the countries, people and cultures that the world will see playing when the football tournament kicks off. En route, they will meet with football-obsessed locals, face roadside dramas, sample the local cuisine and way of life and meet famous football players as they begin to learn what the sport really means to the different people and why the South Americans are so exceptional at the game.

Following the success of the channel's other AFP partnerships, Steve North, general manager for Dave, thinks the series will sit well on the channel in the lead up to the FIFA World Cup 2014. "We are sure the Dave audience will be as excited about the FIFA World Cup in Rio as we are," he says.

UKTV commissioning editor is Iain Coyle.
 
The deal, put together by Neil Osborne, ceo of A Brand Apart Television, follows the company's most recent international shows for Procter & Gamble and King of Shaves. Osborne says, "brand funded programming is an excellent route to television for brands, especially when a single investment can roll out internationally and across multiple platforms."
 
The AFP commission follows successful autumn launches from Dave's original commissions including Dave Gorman's Modern Life is Goodish, Ross Noble Freewheeling and Crackanory.

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