Newstalk has announced that Energia is to sponsor the Pat Kenny Show.

Newstalk's €1m advertising campaign for The Pat Kenny Show may be imploring RTÉ listeners to 'move the dial' in its direction, but the show's sponsor, gas and electricity supplier Energia, is hoping Kenny's audience will prove as open to the idea of switching as the presenter himself.

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"It's going to be a new challenge for Pat. And we're very keen on anyone who makes a switch," said Gary Ryan, retail director for Energia, which has 65,000 business customers and plans to enter the residential market later this year.

The energy company has agreed to sponsor Kenny's 10am-12.30pm show for a 'six-figure sum' under a 'flexible' contract lasting for at least a year, after the opportunity came up in recent weeks through its media-buying agency Vizeum.

The sponsorship will involve listener competitions as well as the usual stings for the Energia brand.

(CD/JP)