Mindshare and Shine Entertainment, the production company owned by
ex-Sky Networks managing director Elizabeth Murdoch, are collaborating
to form a global company that will offer advertising alternatives.
The joint venture, called Shine M, will offer Mindshare's clients the
opportunity to invest in new TV formats.
Advertisers will also have the opportunity to strike distribution,
merchandising and licensing deals with the company, which can make the
programmes "extremely valuable commodities", according to one media
buyer.
It is believed Mindshare managing partner Simon Francis was responsible
for negotiating what is thought to be the first tie-up of its kind
between a media agency and production company.
Mindshare clients including Ford, IBM, Kellogg, Nike and Boots will be
able to use Shine's production facilities, which will make the ad-funded
programmes.
Murdoch holds an 80 per cent stake in Shine M. Lord Waheed Alli and BSkB
own minority stakes.
Shine has already agreed a two-year TV and film output deal with BSkyB
and a deal with IPC Media to develop its broadcast strategy.
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