Branded TV Shows And Movies Freely Offered

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.

FacebookTwitterGoogle+PinterestLinkedInRedditStumbleUponEmailDiggShare
About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.