Channel 4 is to screen 'The Simpsons' next season backed by a major marketing campaign. The series will go out at 6pm weekdays with new episodes airing in a Friday peaktime slot.
Channel 4 won the terrestrial rights to the animated show from BBC Two earlier this year.
In response to falling viewing figures, Sky One is planning to launch a TV ad campaign to highlight the new show, which it has rights to screen four years before they reach terrestrial broadcasters.
Sky One will begin airing new episodes from September and Channel 4 will begin showing 'The Simpsons' in November.
'The Simpsons' have become a mainstay of Sky One, which runs hours of the show each week.
The programme is now in its 15th year on television and shows no signs of flagging.
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