Comedy channel Dave has partnered with the Edinburgh Comedy Awards, with bespoke content to be shown by the broadcaster as part of the deal.
Nica Burns, producer of the awards, said it would result in television coverage from the Edinburgh Fringe at a time when there has been less content broadcast by major channels.
As part of the agreement, this year Dave will show short-form programming featuring nominees for the awards, to be known as the Daves, who will create bespoke content for the channel in slots of about two minutes long, to be shown in the evenings.
The channel will also be promoting the award on air, and, in future years, plans to expand its coverage of the awards.
Burns said: “There is an incredible synergy between us – we both love comedy and are always looking for up-and-coming talent, the stars of tomorrow, to sit alongside the stars of today.”
She described “catching that feel of Edinburgh on screen” as a good way “of engaging people to want to go to the whole festival”.
“There has been less coverage of the festival as a whole and it’s important to everybody who goes – there are 59,000 performers there,” she said.
Dave channel director Luke Hales said the agreement was the “perfect way to help us discover even more new talent”.
It is a multi-year deal, with Hales saying he wanted Dave to become as synonymous with the award as Perrier had been.
However, there is no exclusivity in the arrangement and the winner will be able to appear on other broadcasters.
“It’s important to say this a long-term partnership… we are going to be covering our air time with the Daves. We will be putting content on air from the awards. Going forward in future years we hope to be able to do even more,” Hales said.
Burns said next year is the 40th year of the awards and the partnership will focus on marking this.