MediaTel

Viacom Outdoor is planning a new initiative which will see sponsored buskers across London Underground's tube network.

The outdoor agency is planning to create 25 licensed pitches at 12 central London tube stations. Viacom estimate the pitches could provide opportunities for around 300 buskers, who would play in shifts, for up to 13 hours a day.

Viacom say the pitches will be branded in some way and are considering using floor graphics and 6-sheet posters. A spokesperson said: "We envisage perhaps an entertainment brand or a drinks brand looking for exposure in the lucrative London market will sponsor this initiative." Viacom's special projects team Impact is trying to find a suitable sponsor.

The initiative will run for 16 weeks and rotate performers, who will be selected once a commercial partner is secured. A spokesperson from Viacom assured that performers will be selected carefully: "obviously we will make sure they are not rubbish."

Earlier this year Viacom-Outdoor secured a sponsorship deal with Vittel to launch a water sampling initiative addressing the problem of passengers overheating on the Tube (see Viacom-Outdoor Wets Appetites With Sponsorship Deal).

Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk

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