Sir Michael Parkinson signs deal to front Waitrose TV

http://www.theguardian.com/media/2014/feb/25/sir-michael-parkinson-waitrose-tv

Sir Michael Parkinson has signed up to become new face of Supermarket store, Waitrose TV, as the retailer’s online TV channel looks to target a bigger mainstream audience. Michael Parkinson is famous for his interview with Muhammad Ali and was also wrestled to the ground by Rod Hull and Emu. Parkinson will also be part of Waitrose weekly customers magazine, Waitrose weekend. The show also has well known chefs, Heston Blumenthal and Rachel Allen. Parkinson's own production company, Parkinson Productions, will work with Waitrose's in-house commissioning team in creating the shows. As he filmed his last show over seven years ago.

• The veteran presenter, who hosted his talk show Parkinson on ITV and BBC One for over 30 years, is to interview chefs, celebrities and sport stars on the channel from spring of this year.

• Waitrose TV is the retailer's online TV channel, which it uses to communicate directly with customers.

• But the move to sign up Parkinson suggests it is looking to broaden its appeal beyond cooking.

• Rupert Thomas, Waitrose marketing director, said: "Sir Michael Parkinson is one of Britain's best-loved and most accomplished talk show hosts, this combined with his interests in food, cooking and cricket, will create compelling viewing and reading for Waitrose TV and Waitrose Weekend."

I think that Michael Parkinson will bring in a older and wiser market to the Waitrose business, as its great way to promote the business as Michael has big fan base which he can bring to the business, moreover, having him on their platform can allow the business to attract younger people to the business as they watch and learn how to cook these food.