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Big Brother: sponsorship success |
The creator of Big Brother, Endemol UK, has announced plans to generate more multi-platform sponsorships and advertiser-funded programming through a new commercial partnership director role.
Endemol has traditionally used ad-funded programming and sponsorships to draw in revenue on products such as the Pepsi Chart Show on Channel 5 and the television and online sponsorship of Big Brother.
Vanessa Miner, previously Vizzavi head of sponsorship, is to assume the new role and is charged with creating new ways of reaching consumers and drawing sponsors to the increasingly fragmenting television medium.
Endemol UK commercial director Lucas Church said: "Distributing content across an increasing number of platforms means we need additional partners to share costs and revenue.
"It is significant that Vanessa is not from a traditional TV
background - she understands the needs of advertisers and sponsors as well as the brands they represent."
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