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Ufi, the organisation responsible for learndirect, is currently sponsoring a package of programmes on TV. This comprises 12 weeks of 'The Jeremy Kyle Show', on ITV and also 12 weeks of Sunday night drama (three weeks of 'Wild at Heart', six weeks of 'The Royal' and three weeks of 'Heartbeat'. The sponsorship extends to having the learndirect logo and name mentioned at the beginning and end of each programme and during the commercial breaks. These programmes have been chosen because they are watched by the people who Ufi want to reach. The total cost of sponsoring these shows is £425,000 which represents excellent value for the projected number of learners that Ufi expects to respond to the advertising.