Today’s New York Times explores the world of marketers who are busy producing their own full-length TV shows and movies:
Advertisers say they are prepared to give the shows to networks free or in exchange for commercial air time; such offers could appeal to networks looking to control costs. But some network executives voiced skepticism that advertiser-created shows would draw much audience and said, for now, they do not expect to run many of the programs.
“The networks are reluctant to give their programming air over to advertiser-funded content,” said Guy McCarter, the director of branded entertainment at OMD. “If the TV marketplace softens, then I think there’s going to be more receptivity.”
Part of the reason more advertiser shows are put on cable, ad executives said, is that cable networks often feature shows on niche topics that appeal to specific types of customers. Procter & Gamble’s show, Home Made Simple, based on home-making tips available on the company’s online magazine, is on TLC, for example.
The article mentions a number of shows and marketers. And I haven’t sat down to watch any of them.