Lovers of live baking series The Great British Baking Show will now be able to watch the bake-off contest in its fourth season thanks to a sponsorship by Scenic Luxury Cruises and Tours.
The cruise line has announced a new partnership with PBS National Sales. The newest season of the acclaimed bake show will air on Fridays at 9 p.m. EST starting June 16.
The Great British Baking Show, known as The Great British Bake Off in the UK, hosts 12 amateur bakers all striving to be named “the U.K.’s best baker” over the course of 10 weeks.
The show became widely successful in England as well as one of the most popular programs on the BBC. Prior to its arrival on PBS, The Great British Bake Show became “one of the network’s most popular programs with growth in every demographic on broadcast and digital platforms,” according to a press release. The Independent, an online British newspaper, reported significant statistics for the show in 2016: 11.2 million people, almost half of the U.K. television-watching population, tuned in to The Great British Bake Off when it returned to the air for a new season in August of 2016. This figure marked an increase of about one million viewers compared to those only a year prior.
PBS and Scenic Luxury Cruises and Tours have common goals, making for a worthwhile partnership, Scenic said. While PBS aims to provide the highest quality programming to its audience, the cruise line strives to deliver unique experiences for its voyagers traveling the waterways of Europe and Southeast Asia.
Joni Rein, vice president of marketing and sales at the American branch of Scenic Luxury Cruises and Tours, said the company is “thrilled” to be working with PBS and The Great British Bake Show. In a written statement, she said the show’s audience in particular shares the same passion for enriching their lives through culinary, cultural and historical exploration.