Hollyoaks producer Lime Pictures says Matalan deal is a blueprint for TV's future

Lime subsidiary Conker Media recruited Matalan to fund the 10-part series in return for title sponsorship, online branding, access to cast members and exclusive digital content to be used online and in-store.
Lime, Conker and Channel 4 are offering brands the chance to "Get Close to Matalan" with similar sponsorship deals.
Lime's managing director Sean Marley says these agreements will become more common in the industry as broadcasters' budgets fall and production companies look for other ways to get programmes on air.
He said: "It's fairly early days in this type of deal, but it's gone from being a real minority to a little bit more high profile.
"If you look at the challenges facing the industry, some broadcasters' budgets are not growing hugely.
"More and more of an onus is now on producers to come up with different models of funding programmes."
The latest show follows a successful pilot episode 18 months ago.
Every week the show will feature four acts, including one unsigned band.
Each of the unsigned acts will be championed by one of the Hollyoaks cast members, who will introduce their band on stage.
At the end of the series, viewers will be able to vote online to decide which band will win the chance to play a song on Hollyoaks itself. Mr Marley said: "We are already talking to other companies about similar types of shows - not only for Hollyoaks - that will need this kind of funding.
"It's all based in the Hollyoaks Village and it includes live acts ranging from A-Listers like The Saturdays to complete unknowns."
Lee Hardman, executive producer and head of Conker Media, said: "The Hollyoaks Music Show with Matalan.co.uk is a natural extension of the Hollyoaks digital model - which currently works across online, mobile and social media."
Matalan spokesman Lee Pinnington said: "The show provides us with the perfect platform to engage with a younger, fashion-conscious audience.
"The show's online extensions and levels of interactivity enable us to both communicate and showcase our own digital offering.
"We have developed a strong partnership with Lime Pictures and Conker Media, which we hope to cultivate in the long term through future projects."