ITV skates into new licensing drive

Prime time hit Dancing On Ice to move into merchandising arena.
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With the new series now running, ITV Global Entertainment is kicking off its licensing drive for Dancing on Ice.

Starring the legendary Olympic skating duo Jayne Torvill and Christopher Dean, Dancing on Ice is hosted rink-side by Philip Schofield and Holly Willoughby, along with their panel of expert judges.

The prime-time ITV1 show, currently in its fourth season, follows a glittering celebrity line-up as they take centre-stage and go head-to-head through intensive ice-skating training and ice-skate-offs in an attempt to win television’s toughest and most glamorous ice-dance finale.

Aysha Kidwai, International Merchandise & Licensing Director, ITV Global Entertainment said: "Dancing on Ice consistently scores number one across all demographics in its prime-time TV slot; including 33 per cent of all people aged 16-34. The show is a superb proposition for consumer product opportunities and over the next year I am looking to launch a strategic product campaign tailored to girls and women in the UK market."

Dancing on Ice made its television debut on ITV1 in 2006. Consistently winning its Sunday night primetime slot and the current series regularly reaches 12.9 million viewers, where the show scores #1 in all demographics and has reached over 45 million eyeballs to date.

In November 2008, ITV Global Entertainment inked a deal with games publisher Ghostlight Ltd, which will produce the first ever Dancing on Ice game exclusively on Nintendo DS and Nintendo Wii.

Mara Gardner, Director Product and Brand Development, ITV Global Entertainment, added: "Our ambition is to grow the business into an evergreen classic. Dancing on Ice has played an important role in delivering a surge in ice skating in the UK and we want to engage both recreational and serious skaters with its style and flair. In addition, we will be bringing all the glamour, enchantment and trills of this spectacular event to its many fans through an aspirational brand for women and girls."

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