1st July 2013

Danny Dyer joins cast of Hollyoaks Later

Lime Pictures and E4 have announced that Danny Dyer has joined the cast of Hollyoaks Later as a ruthless ex-pat known as ‘The White Man’.

Danny Dyer and the Hollyoaks Later-boysWhen Hollyoaks stalwart, Tony Hutchinson (Nick Pickard) agrees to undertake a dodgy deal for the village hard man, Trevor Royle (played by Greg Wood), he doesn’t expect to fall foul of The White Man (Dyer). When the deal goes horribly wrong a nightmare ensues and Tony, along with old friend Finn (James Redmond) and brother Dom (John Pickard) gets caught up in a world of high-stakes poker, Russian roulette and kidnapping, with The White Man an unrelenting adversary.

Known for his British film roles in Mean Machine, Human Traffic and The Business, Danny will bring plenty of menacing drama to his enigmatic character.

Jane Steventon, producer of Hollyoaks Later, said of Danny’s casting: "I'm thrilled that we have brought together such an amazing cast for this year's Later and with the addition of Danny Dyer, the adventures can really kick off." 

The latest instalment of Hollyoaks Later will be screened in autumn 2013 on E4.

3rd June 2013

TOWIE product placement deal with Ministry of Sound for The Only Way Is Marbs

Lime Pictures and ITV have agreed a product placement deal with 7Stars for Ministry of Sound which will see the first paid-for-placement of a brand in The Only Way Is Essex franchise.

TOWIE at Marbella Sessions launch

The deal will see a selection of the cast from The Only Way is Marbs attend Ministry of Sound’s launch party for their upcoming album, ‘Marbella Sessions’. Music and branding from the album will appear on screen as part of the deal, which airs on ITV2 on 2nd and 5th June. The partnership will be supported by a licensing agreement and social media activity, as well as an on-air and digital advertising campaign.

Alice Schofield, Head of Compilations at Ministry of Sound, said: "We have seen a clear reaction to our adverts being aired during The Only Way is Essex and with the increase in multi-screen viewing habits it felt like the right time to develop our marketing strategy with a more integrated advertising campaign."

Kate Little, Joint MD of Lime Pictures said: "We are delighted to be joining forces with The Ministry of Sound for The Only Way is Marbs. The album featuring on the show represents a natural union for our viewers."

The Only Way is Marbs follows the cast of The Only Way Is Essex in two special episodes filmed in Spain. The first episode attracted an average audience of 1.2 million viewers and a 6.8% share of the audience.

Find out more about brand partnerships with Lime Pictures

3rd June 2013

TOWIE returns with 1.2mil viewers

The Only Way is Essex returned to ITV2 last night with a special launch episode from Marbella. The launch of series 9 received unprecedented media coverage over the last week and across the weekend with spreads in all of the national newspapers, magazines and online. Last night’s show achieved the highest launch episode figures since series 5 with just under 1.2m for the first showing and with ITV+1 achieving 1,212.2 which is 6.8% share and winning the multi-channel slot for plus one.

TOWIE girls in Marbella
Part two of the Marbella special is transmitting on Wednesday at 10pm on ITV2 and promises to deliver another fantastic episode and then the series continues in Essex.

Episode four of series 9, transmitting on Wednesday 12th June, is also the show’s 100th episode!


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