Cadbury has renewed its sponsorship of Coronation Street on ITV for a fifth year, until the end of 2001.

The total value of the deal over five years is estimated to be worth £50 million sterling.

The link between the confectioner and the Street is so strong that RTE was unable to encourage a sponsor to come on board when it had the broadcast rights, but TV3 is making noises about looking for a sponsor and the very optimistic figure of £700,000 (€889,453) has been mentioned.