UK online centres' sponsorship of ITV's new series The Royal Today commences this afternoon

UK online centres are sponsoring ITV's brand new daytime medical drama, The Royal Today, which commences transmission this afternoon. The sponsorship deal was negotiated by Cate Murden at OMD UK and Yan Li at ITV Customer Relations. The package also includes mobile interactive bumpers and online sponsorship. The business was pitched for through the COI sponsorship framework and won by OMD UK. The back drop for this gritty new drama starring Paul Nicholas is the well known hospital, St Aidan's Royal Free Hospital, made famous by one of ITV1's flagship shows, The Royal. Whilst The Royal is set in the 1960s, The Royal Today fast forwards almost forty years to bring us into the modern day. Jonathan Ormerod, a baby in the 1960s drama, is now working as a consultant physician having followed in the footsteps of both his parents. With a blend of comedy and drama, The Royal Today offers a range of characters that work in the hospital, and the stories that unfold in each episode. UK online centres provide people with access to computers and the internet, as well as advice on using them. The network of centres across England opens up ICT, online government services and the wider web to people who lack the confidence, access or skills to use computers. The sponsorship slot will direct viewers to a phone number and text service to find their nearest centre. Helen Milner, Managing Director at UK online centres, said: "We're delighted to be the first sponsors for The Royal Today as the show is perfect for our target audience, and we're very much looking forward to seeing the first episodes on the small screen." The sponsorship idents have been produced by COI Moving Image and Audio Content.   E&OE