Film-makers to showcase in ITV 'CobraVision'

Aspiring film-makers now have an unusual route to getting their short films on television after Cobra beer clinched a £1m sponsorship deal with ITV2 and ITV3.

The deal, announced today, will see the micro films that win the "CobraVision" contest appearing during idents for the British Asian brand, which is sponsoring films that appear on the two channels.

The company hopes to attract student film-makers and people who just want to have a go to make a 50-second micro film that can be split into 10 five-second episodes, which will be shown during the sponsorship billboards at the start of each adbreak.

"CobraVision is an initiative to support and encourage creativity and film-making in the UK, and the first of its kind in broadcast, media or advertising history," said Karan Bilimoria, the founder of Cobra Beer.

"This initiative provides aspiring artists and directors the opportunity to showcase their work to a wide audience through the Cobra/ITV partnership."

The deal is the single biggest for ITV2 and the first for ITV3 movies, and also marks Cobra's first foray into television channel sponsorship.

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