Following its recent success at the Media Week Awards Beat Life on the Street, produced by Twofour, has picked up another accolade - the Yahoo! Award for Best Total Communications Programme at this year's Campaign Media Awards.

'Police Community Support Officers have been derided in some sections of the media as "plastic policemen". In a bid to increase the value people put in the role of PCSOs, the agency Manning Gottlieb OMD came up with the idea of ad-funded programming, following real-life PCSOs. The result was Beat:Life on the Street, which was shown on ITV1 on Sundays at 6pm - the first ever peaktime advertiser-funded programming. Watched by an average of 2.7 million people per episode, public value of PCSOs has soared.' Campaign - 23 November 2007

At last month's Media Week Awards the PCSO campaign also won the Grand Prix for being Best of the Best in the Media Week Awards as well as gold in the Media Spend over £1 million category and Bronze in the Media Innovation Category.

'Public perception rose from 28% pre campaign to 49% after advertising and up to 62% after watching Beat. The programme became the UK's biggest ad-funded programme, with a cumulative reach of 14 million adults across the six episodes. It also delivered impressive value for money for the Home Office: in total the show delivered an Adult Television Rating (TVR) of 30 as a 25-minute programme for the equivalent cost of buying an Adult TVR of 100 as 30 second spots - a media value of £7.16m, according to Nielsen Media Research.' Media Week - 26 October 2007