Sony unveils major TV sponsorship deal with Ten

By Matthew Henry

SYDNEY: Sony Australia has announced a fully integrated sponsorship deal with the Ten Network for the new Sunday night series So You Think You Can Dance Australia, which it is predicting will be a ‘smash hit’.

The brand’s involvement will canvass on-set activity, online sponsorship, integrated TV spots featuring Cyber-Shot, Handycam and Vaio brands, as well as product placement throughout the live show, rehearsals and backstage.

In-store promotion will also comprise a significant component of the campaign, the company said today.

“With wide reaching benefits for our retail partners to use at shopfront, our association with Ten and Dance Australia is a fantastic opportunity to engage a dynamic audience with our brand and product range,” said Sony Australia’s head of strategy and brand development, Toby Barbour.

Similar to Australian Idol, the new show, nicknamed Dance Australia, is a 12 week competition to unearth Australia’s best dancing talent with the winner taking home a cash prize.

The show will be hosted by Natalie Bassingthwaighte along with a judging panel including international producer and acclaimed choreographer Bonnie Lythgoe, events guru and choreographer Jason Coleman and one of Australia’s brightest dancing talents and choreographer, Matt Lee.

Sony claims the US version of the show was a ratings success and the initial response since it debuted two weeks ago in Australia has been very positive.

“A peak audience of more than two million viewers watched the premiere of the show and we’re anticipating this huge response to continue throughout the season,” said Barbour.

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