Channel 5

Ad funded TV: How brands are boosting budgets

Kate Bulkley, Greg Barnett, Emily Hudd, Saj Nazir and Simon Wells (Credit: Paul Hampartsoumian)

With programme budgets under pressure, TV is turning to advertisers to fund shows directly. And the amounts that brands can bring to the table are significant – anything up to half a million pounds for an hour of TV.

This was the message from a packed RTS early-evening event in October, at which a panel of leading commissioners, producers and advertising experts discussed how they make branded programming.

Sound masterclass with Matt Bacon and Kate Davis

Matt Bacon and Kate Davis (Credit: Paul Hampartsoumian)

Davis received a Bafta nomination this year for her work on the BBC Four documentary Amy Winehouse: Back to Black. Bacon specialises in formatted and entertainment series such as Channel 5 reality show The Bachelor and the BBC’s Masterchef.

UK broadcasters launch streaming service BritBox

(credit: BritBox)

The new streaming service offers content from ITV, the BBC, Channel 4 and Channel 5.

BritBox, created by ITV and the BBC, marks the UK’s entry into the paid streaming market alongside international giants such as Netflix and Amazon.

Priced at £5.99 per month, BritBox will offer the biggest collection of British boxsets such as Broadchurch, Doctor Who, Gavin and Stacey, Wolf Hall and Downton Abbey.

Branded content comes of age | Highlights

The highlights from our panel discussion on how the entertainment values of editorial TV content, talent and other editorial assets are being used to create more advertising and funding opportunities across the UK TV industry.

The panel included Channel 5's Commissioning Editor for Factual Entertainment, Greg Barnett, Joint Managing Director at Rumpus Media, Emily Hudd, Wavemaker's Head of Integrated Delivery, Saj Nazir and Channel 4's Controller of Funded Content, Simon Wells.

Commissioners, advertisers and producers discuss the future of ad funded TV

Greg Barnett, Saj Nazir, Kate Bulkley, Simon Wells and Emily Hudd (Credit: Paul Hampartsoumian)

At a jam-packed RTS early evening event in late October, a panel of leading commissioners, producers and advertising experts explained how to make branded programming – and identified some of the pitfalls.

Greg Barnett, long-serving commissioning editor for factual entertainment at Channel 5, argued that the way programmes are being made is changing.

TV production outside the M25 is alive and well

C+I’s most popular original show, Murdertown featuring Hull (Credit: A&E Networks)

In recent years, Channel 4’s new national HQ in Leeds and the BBC’s relocation of 2,300 posts to Salford have dominated our perception of out-of-London programme production.

This is perhaps not surprising: the corporation has the largest Ofcom quota for UK production outside the M25 – 50% – followed by Channel 4 and ITV, who both have 35%, and Channel 5, with 10%.

Channel 5 to partner up with BAME owned production companies

Ben Frow (Credit: The TV Collective)

The new initiative is part of the commitment made by channel 5 to create mainstream programmes that accurately reflect contemporary Britain.

The TV Collective was founded ten years ago by Simone Pennant and promotes the commercial and creative value that having diversity can bring to British film and TV studios.

Channel 5 are looking for nine small or medium size BAME companies, primarily based in the regions, who are owned and managed by BAME talent.

Channel 5 expands pre-school content

Peppa Pig (Credit: Channel 5/Milkshake!)

Among the new commissions includes Milkshake! Monkey’s Amazing Adventures, which follows iconic character Milkshake! Monkey as he visits various locations across the UK to learn about the geography and history of the country.

The channel has also announced six potential projects in development for Milkshake! and for the Young Audiences Contestable fund.

Milkshake! also announced a strong commitment to develop content from the UK and has confirmed more investment to boost UK commissions on the channel to 300 programmes by 2021.