Last year 36 branded content TV programmes, excluding sports programmes, were commissioned and aired. In the first two quarters of 2004, 20 projects have been commissioned or are in development. Examples of branded content include 'The Pepsi Chart Show', Stella Film Festivals, Carling Homecoming and Coca-Cola's 'American Idol'.
Mark Boyd, director at Bartle Bogle Hegarty and chairman of the BCMA, said: "Advertisers fund the majority of television programming. As technology changes television and the viewers change their relationship with TV, the business model will move with great pace.
"Programme makers should be a key part of those business discussions. Successful production companies are starting to engage with advertisers. Ultimately advertisers, as brand builders, will be a key part of the solution in building equity and making use of entertaining intellectual property to best effect."
The BCMA describes branded content with regard to TV programmes as any spend from an advertiser, agency or marketing company that goes towards the creation, production and distribution of broadcast television programming. It excludes sponsorships, paid-for advertising space and production, as they happen after a programme is "in the can".
The BCMA launched in October last year to provide a forum for addressing the changing needs of the advertising and branded content market as brands increasingly look for new ways to connect with customers. The association aims to act as a catalyst in breaking the existing barriers between content providers, advertisers, agencies and online and off-line media.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
