With its plans to shed around 1000 members of staff and pare back operating costs by £40m a year, it’s not surprising to see that ITV is looking to diversify and find new revenue streams… but offering punters pies and pints, surely some mistake?
Apparently not, according to yesterday’s newspaper reports.
A powerful brand
It seems like the embattled broadcaster is set to exploit the popularity of its Coronation Street brand with plans to release Newton & Ridley beers, Rovers Return pub grub, tea sets, Coronation Street themed restaurants and, believe it or not, even underwear fashioned at the Street’s own factory Underworld.
The move comes ahead of the run-up to the Street’s 50th anniversary year in 2010 and could, according to the same newspapers, net the firm ‘millions’ of pounds.
According to reports ITV executives held talks with up to 250 potential manufacturers at the start of this month and are planning to release products to retailers mid-way through next year.
They’ve even, it was claimed, created a logo for the brand based on the flying ducks that once graced the front room of Hilda Ogden’s abode (No, we checked, it wasn’t 1 April yesterday – Ed).
ITV is also said to be keen to take advantage of its Emmerdale brand with Woolpack-branded drinks.
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