Pitch likely as C4 prepares for new breakfast show

Channel 4 is set to decide later this month on PR arrangements for the replacement for The Big Breakfast, with a consumer and entertainment PR pitch looking probable.

C4 senior publicity manager (entertainment, drama and daytime) Julie Pickford said the broadcaster was finalising details of the PR surrounding the show.

Consumer agency Henry's House has been retained for the past 18 months to work on The Big Breakfast after the previous consumer agency, Giant, resigned the brief (PRWeek, 21 July 2000).

Henry's House works with C4's in-house press and PR team and the independent production company that makes the show.

Similar arrangements involving external agencies, C4's in-house team and production houses have been successfully trialled on other C4 programmes, including Big Brother.

Sources suggest Freud Communications is in pole position due to its links with the co-producers of the as-yet-untitled new show, BSkyB and Princess Productions.

Board director Oliver Wheeler confirmed 'we believe we're in the frame' for the work, which will commence in advance of the new show on 30 March.

The £12m production contract for the series was won in December last year, ending the ten-year run of The Big Breakfast, currently presented by Richard Bacon and Amanda Byram.

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