Channel 4 buys Taste Events share

London-based agency Brand Events has sold fifty per cent of its food brand, Taste Events, to Channel 4 in an acquisition valued at £3m. The deal, announced today, marks Channel 4's first acquisition in the events industry. It will see 4rights, Channel 4's rights department, share fifty per cent ownership of Taste Events with its parent company, Brand Events for functions that include Taste of London – the annual summer food festival – as well as a forthcoming events in Manchester and Scotland planned for 2007. Channel 4 hopes that the move into events will enhance its reputation for food-related programming. It was endorsed by Brand Events’ managing director Chris Hughes who said that the programmes reputation "make them the ideal partner for developing the Taste festivals and other new consumer experiences". Channel 4 new business director Rod Henwood added: "Taste events is a fantastic example of how a business that complements the core channel and will benefit from the expertise Channel 4 can provide."

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