Audible has partnered with TV show “Crackanory” for the programme’s third series.
As part of the deal, Audible will receive bespoke sponsorship idents on both linear and VoD broadcasts of the new series, and Audible users will be access audio versions of their favourite stories from the third series of “Crackanory”, which airs on UKTV channel Dave.
“Crackanory” contains two stories per episode, each delivering a mix of narration, live action and animation. The tales will be performed by well-known faces, including Christopher Lloyd, Sarah Millican, Tamsin Greig, Greg Davies and Simon Bird.
Tracey Markham, country manager for Audible, said: “Everyone loves to listen to a good story – whatever age they are. Over the past 10 years we’ve worked hard to reintroduce the pleasure of storytelling to people across the UK through our catalogue of audiobooks and other audio content. We’re huge admirers of what “Crackanory” has been doing and see this partnership as a meeting of minds and objectives. This is a great opportunity to introduce Audible to a new audience, and we can’t wait to welcome Crackanory stories to our site.”
UKTV’s commercial partnerships manager, Kate Norumm who brokered the partnership with Audible, said: “At UKTV the commercial partnerships team is embedded within commissioning and this unique way of working enables us to capitalise on opportunities to seek funding for existing shows from brands that feel tonally right and complement the programme editorial. This partnership with Crackanory is part of a wider initiative by Audible and their media and creative agencies, Initiative and Fold7, to reinvigorate the pleasure of story-telling with a 21st century edge and therefore provides a perfect brand fit for Crackanory. We are absolutely delighted to be partnering with them on series three of the show.”
“Crackanory” will air later this year.