Sage funds the return of Krypton Factor

18 Dec 2008

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Accountancy software company Sage has struck a deal with TV3 to fund the return of The Krypton Factor, giving it a 21st-century makeover on Irish TV.

The Krypton Factor was an iconic and popular show that ran for 18 years through the Seventies, Eighties and Nineties.

“The Krypton Factor champions the ability of ordinary people to transform themselves to become extraordinary, and to achieve ever greater success. This will provide us with a great way of learning about what it is that makes people successful, but the show also promises to be fun and exciting,” explained Joanna Elliott, head of brand communications, Sage (UK).

The Krypton Factor will airing on TV3 in 2009, where a new generation of contestants will be put through the mental and physical tests of the tough game show. 

With this deal TV3 brings The Krypton Factor back to prime-time audiences, nearly 14 years after it last appeared on the schedules. The show was presented by television journalist Gordon Burns during an 18-year run on ITV between 1977 and 1995.

Contestants were tested on their memory, logic and general knowledge, before facing the infamous army assault course with its dramatic rope-swing finish.

The Krypton Factor will air on TV3 on Thursday nights for 10 weeks from 1 January at 7.30pm.

The assault course is back for the new series, but will be more gruelling than ever before, and all the challenges have been updated using the latest state-of-the-art technology.

The stakes are bigger, the competition is harder and the pressure has never been higher for members of the public as they test their physical and mental abilities in a range of rigorous mental and physical challenges. 

Liam Mullaney, managing director, Sage Ireland explained that the purpose of the sponsorship was to fit in with the launch of Sage’s new brand in Ireland.

“Symbolising the company’s fundamental determination to lead change, the new brand embodies Sage’s clear ambitions for the future and to bring a fresh energy to the industry.

“Living, breathing business is central to the new brand. Our customers are living, breathing businesses and we want to understand what makes them successful in business.”

At the heart of Sage’s strategy is the use of content on the its website www.trainyourbusinessbrain.ie. to create an emotional connection between the company and its target audience.

By John Kennedy

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Editor John Kennedy is an award-winning technology journalist.

editorial@siliconrepublic.com