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.
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.
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.
