Corporate sponsorship is becoming an increasing feature of television programming so it is no surprise that TV3 is looking for a sponsor for Ireland AM, its new breakfast show.

Likely sponsors include Kellogg's, which already sponsors Ian Dempsey's Today FM breakfast show. Telecom Eireann is thought to be paying £600,000 for its weatherline sponsorship and it is expected TV3 would be looking for slightly less for the show which will go out weekdays from 7 a.m. to 9 a.m. TV3's sales director Mr Pat Kiely has high hopes for the programme, helped by what he describes as Ireland's "kitchen culture". In Britain, 1 per cent of televisions are in the kitchen; in Ireland, it is 8 per cent.

No start date has been given for the show, to be presented by model Amanda Byram and radio DJ Mark Cagney.