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It’s learn This Morning with Richard and Judy


More evidence of the University for Industry's publicity machine cranking into action has arrived with the news that from 4 September until Christmas, features on ITV's This Morning programme will be sponsored by the UfI's customer face, LearnDirect.

The show, which attracts over two million viewers daily, will contain a number of clips with the message: 'I want to learn.' The clips will run on either side of the ad breaks, featuring a range of different people and situations from a mum wanting to learn about computers to a Welsh farmer wanting to learn his own language.

The 'This Morning' website is also carrying information about learndirect and its users will be able to link directly to this site, and will give details on how to access a LearnDirect adviser who will help to track down a suitable course, and provide advice on careers, childcare and funding where needed.

The aim of the sponsorship is to spread the message that learning can play a major part in helping people get the most out of life (This Morning being a 'lifestyle' programme). Speaking about the deal (whose cost is unknown), Granada told the Guardian that the programme had been chosen for UfI to sponsor because "This Morning is the leader in targeting the daytime housewife audience".

A potential problem however with the UfI's promotional strategy we highlighted a while ago is that in trying to be all things to all people, it risks confusing those it is trying to target. TV advertising has already included the 'Get Your Kit On' campaign on the BBC, which focussed on encouraging people to take up sporting activities.

The Guardian has welcomed the news of the sponsorship on the basis that those watching the programme should, in the words of kid's favourite 'Why Don't You?', "turn the TV off and go out and do something less boring instead!" The paper reckons that "Nobody should be rotting their brains in front of the telly during daylight hours. If UfI cn persuade these pitiful people to switch off, get off their bums and do something, then it will have done a truly good thing." Quite.


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