How often do we get to witness TV history in the making? Not very, that’s for sure - everything that can be done on TV seems to have been done. But tonight, for three and a half minutes, we can all sit down and see a bit of TV history happening before our very eyes…
Yes, at 8.10pm, during the first ad break for Come Dine With Me, Channel 4 will broadcast the very first live advertisement, tying in to Honda’s current high-profile campaign for the Accord. The ad will feature a team of skydivers throwing themselves out of a plane and attempting to spell out the word Honda in the air.
It’s an audacious proposition for both Honda and Channel 4. The potential for things going wrong will no doubt prove irresistible for many, and I would expect Channel 4’s ratings to spike massively at 8.10, along with a very tasty rise week on week for Come Dine With Me’s viewing figures. Everybody wins!
Who would have thought - the adverts in between the shows becoming event television? It’s something that I expect to see more of as the years develop when broadcasters become ever more desperate to cling hold of dwindling advertising revenue. Programmes will start to work in synergy much more with the advertising in increasingly clever ways, but the trick will be to make this is as unobtrusive as possible.
I quite like the idea of tonight’s experiment and I will be there at 8.10 to see how it goes down (so to speak). Whether Channel 4 and Honda will be happy with the results this time tomorrow remains to be seen. It’s all up in the air really…
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