Seven Kings father-of-three flown to South Africa to film ITV4 ident

Sid Selant filming on location in South Africa.

Sid Selant filming on location in South Africa. - Credit: Archant

A father-of-three who considers himself the “ultimate ITV4 fan” was flown to South Africa to film an ident for the channel, after he entered a “once-in-a-lifetime” competition.

Sid Selant filming the ident in Cape Town.

Sid Selant filming the ident in Cape Town. - Credit: Archant

Sid Selant, of Green Lane, Seven Kings, was chosen from thousands as a true fan of the television channel and, alongside 30 others, travelled to Cape Town on an all-expenses paid trip to film a 30 second advert.

The 41-year-old said: “I first saw the advert calling for the ultimate fans of ITV4 back in October, and apart from it asking, do you fancy going somewhere sunny, it was very vague. At that stage I thought it would be somewhere like Blackpool.

“I watch the channel a lot so thought I’d enter. I was soon invited to an audition, which was just like something from The X Factor, and I was asked to explain why I was a big fan.”

The Transport for London employee said: “I love the channel. You can watch all the cult classics on there, as well as a great selection of sport. I sometimes watch it from first thing in the morning until night-time.”


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Mr Selant said he felt “numb” after receiving a call saying he had been chosen to star in the ident.

He was flown out in November to film the scene involving a gold Rolls Royce driving into a swimming pool, which is now being shown on ITV4.

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He said: “It was amazing to be able to be in it, especially as I’m right at the front of the shot, and see how it was made. I have told everyone how brilliant the whole experience was.”

Mr Selant, who was on set for around seven hours in order to film the 30 second clip, added: “When my six-year-old son saw it for the first time, he asked his mum why I had two new girlfriends.

“I would like to thank ITV for a once-in-a-lifetime chance.”

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