The Road to Coronation Street on the set next door to the real life "Coronation Street" set, who were also filming. The role of Tony Warren, "Coronation Street"s creator and writer, was given to actor David Dawson. "Coronation Street"s producer, Canadian-born Harry Elton, was played by Christian McKay. Casting director Margaret Morris and her young assistant Josie Scott, who befriends Warren, were played by Jane Horrocks and Sophia Di Martino, respectively. Derek Bennett, the director, was portrayed by Shaun Dooley, while Sidney Bernstein was played by Steven Berkoff. Jessie Wallace was given the role of Pat Phoenix, who played Elsie Tanner in "Coronation Street". Wallace,
Coronation Street new sponsor. In November 2011 a Nationwide Building Society ATM in Dev and Sunita Alahan's shop became the first use of paid-for product placement in a UK primetime show. Hyundai are the current sponsor since January 2015 in the Republic of Ireland, aired on TV3 HD. "Coronation Street" is the second most award-winning British soap opera in the UK, behind rival soap "EastEnders". The first producer was Stuart Latham, from December 1960 to July 1961. In the 1960s and 1970s, most producers did stints of about one year. Longer-running producers included Eric Prytherch (May 1972 – April 1974); Bill Podmore