Shine Entertainment, Elisabeth Murdoch's production company, is
joining forces with MindShare in a global deal that forms a company to
create new TV formats for advertisers.
The new company, Shine M, will give MindShare's list of global clients,
including Ford, IBM, Kellogg, Nike and Boots, access to Shine's
production capabilities. Shine will create TV programmes for
advertisers, who will also own potentially highly lucrative
distribution, licensing and merchandising rights.
Shine M is thought to be the first link-up of its kind between a media
agency and a production company.
According to sources close to the deal, the aim is to provide
advertisers with new means of reaching consumers as fragmentation
diminishes conventional TV-spot advertising's power to attract mass
audiences.
However, it is understood that any link between the advertisers and the
programmes will be extremely subtle, in accordance with regulatory
requirements.
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