Bravo U.K. Announces First Advertiser-Funded Programme

The UK's male-targeted Bravo channel has announced its first advertiser-funded programming commission, partnering with the British Army. The documentary series Everest: Man Versus Mountain, will screen the British Army's attempt on the summit of Mount Everest via the West Ridge - the mountain's most notoriously difficult route.. Keo Films has been commissioned by Bravo to produce the documentary, in five 30-minute episodes to launch in prime-time this autumn. Ten second branded idents will top and tail each episode Each episode will be topped and tailed with 10-second branded idents, also produced by Keo Films, promoting the British Army.

Claire Heys, head of commercial partnerships at Flextech Television said,  "This is a hugely significant deal for Bravo as it marks the first major Advertiser-Funded Programming development in Bravo's new programming strategy. We hope that this is the first of many AFP deals for Bravo and are delighted to partner with the Army for what promises to be a dramatic and ambitious project."

 Bravo's director of programming Jonathan Webb said,  "This series is a story of daring, courage, skill and determination during which each member of the team will inevitably be subjected to periods of pain, heartache, terror and elation, making compelling and awe-inspiring television for Bravo viewers. The Army's challenge will bring out the heroic desire in every man, and their aspiration to experience a voyage as extreme as this."

The expedition that is being filmed is timed to coincide with the 30th anniversary of the Army's first successful ascent of Everest.