In 2004, music programming on UK terrestrial TV was on its knees. In the hinterland between the death of Top Of The Pops and the rise of social media – music artists struggled to find channels to promote their work. At the same time, Orange were looking for channels to promote their brand and portfolio of music products.

Orange Playlist was created by cake, Edemol and Orange. An advertiser funded programme, Orange Playlist ran on ITV for three years, with repeats across ITV2, VH1, VH2 and TMF. It was the first ever advertiser funded programme to be recommissioned.

Orange Playlist took a well known music artist and interviewed them about the music inspirations – ‘Desert Island Discs’ for the young generation.

Cake devised the format and worked with client, production company and broadcaster to bring to air. Cake also drove eyeballs to TV channels and mobile via a PR and publicity campaign, which turned into an experiential tour for series 2.

The show regularly received audience of over 1.3 million, and audience share of 13% amongst all 16-34’s. It remains a pioneer for all future advertiser funded programmes to that followed.