IMG to sell coverage of BAFTA’s four main events, led by British Academy Film Awards
LONDON — The British Academy of Film and Television Arts has inked a deal with IMG Media, a division of IMG Worldwide, the global sports, fashion and media company, to distribute programming of the BAFTA awards ceremonies.
The deal, which begins in June, will see IMG Media sell coverage of BAFTA’s four main events, led by the British Academy Film Awards. The other events are the British Academy Television Awards, the British Academy Games Awards and the British Academy Children’s Awards.
IMG Media will also distribute other BAFTA productions from its catalog of programming, featuring some of the leading names in showbiz. Its catalog includes a wide range of exclusive career interviews and lectures from top helmers, scribes and thesps, including Woody Allen, Oliver Stone, David Lynch, Ang Lee, Kenneth Branagh, Martin Scorsese, Ralph Fiennes, Charlize Theron, Anthony Hopkins, Dustin Hoffman and Ben Kingsley.
Kevin Price, chief operating officer at BAFTA, said: “Our new partnership with IMG Media provides an important addition to the ways in which we share our programming with international audiences. Growing the international awareness of our brand, and what we do as a charity, has become an important focus for us; BAFTA represents excellence in film, television and games, celebrating the highest achievement at our annual awards ceremonies. I’m absolutely delighted that IMG Media is on board to promote that message by distributing our programming, and to help us build on our successes in the future.”
Mark Young, senior VP, head of entertainment sales and acquisitions worldwide, IMG Media, said: “BAFTA has an outstanding reputation around the world and our role will be to expand the global reach and increase awareness of the different award programs, as well as helping to develop original content ideas that can help build BAFTA’s audience reach.
“We are the biggest player in the world in terms of distributing live sporting events, and we are growing our entertainment business and the BAFTA events are a welcome addition to this part of our portfolio.”