Media news: Levi's to sponsor Trouble TV show

Levi's UK is to back a reality TV series on Trouble TV called Bump 'n Grind, which aims to discover the UK's most talented dancers.

The show, to air throughout August, is the highlight of Trouble TV's summer schedule. Fronted by BBC children's presenter Sarra Elgan and Harvey from garage act So Solid Crew, the series will cover auditions and heats, building to an hour-long final. Two winners will receive one-year contracts with a leading dance agency.

The deal, forged by IDS, includes on-air branding, ambient campaigns and in-store promotion.

According to Scott Morrison, Levi's head of marketing for UK & Ireland, dance is a defining part of youth culture and has inspired many Levi's products.

Trouble TV hopes to use the deal to increase the channel's share of viewing among 16- to 24-year-olds.

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