Content partnership
Encyclopedia
A Content Partnership is a new term describing a joint venture
between brands, broadcasters, publishers and producers to create original audio visual programming across any media platform. Stakeholders in the project co-finance and share the exploitation rights to that content and its intellectual property
.
Most commercial television
content is funded by a partnership of stakeholders. In 2009 BrandsonTV introduced this Content Partnership principle to advertisers in reaction to the increasing number of brands identifying the need to entertain and inform consumers online.
Content Partnerships are now being applied to Advertiser Funded Programming
(AFP) where brands directly fund TV shows. These new partnerships allow advertisers to gain web exploitation rights without having to fully fund the creation of original programming.
Changes in UK product placement
legislation in March 2011 will also allow advertisers to co-fund television content that features their brands within the editorial of the show.
Some recent examples of Content Partnerships:
Joint venture
A joint venture is a business agreement in which parties agree to develop, for a finite time, a new entity and new assets by contributing equity. They exercise control over the enterprise and consequently share revenues, expenses and assets...
between brands, broadcasters, publishers and producers to create original audio visual programming across any media platform. Stakeholders in the project co-finance and share the exploitation rights to that content and its intellectual property
Intellectual property
Intellectual property is a term referring to a number of distinct types of creations of the mind for which a set of exclusive rights are recognized—and the corresponding fields of law...
.
Most commercial television
Television
Television is a telecommunication medium for transmitting and receiving moving images that can be monochrome or colored, with accompanying sound...
content is funded by a partnership of stakeholders. In 2009 BrandsonTV introduced this Content Partnership principle to advertisers in reaction to the increasing number of brands identifying the need to entertain and inform consumers online.
Content Partnerships are now being applied to Advertiser Funded Programming
Advertiser funded programming
Advertiser Funded Programming is a recent term applied to a break away from the modern model of television funding in place since the early 1960s. Since that time, programmes have normally been funded by a broadcaster and they re-couped the money through selling advertising space around the content...
(AFP) where brands directly fund TV shows. These new partnerships allow advertisers to gain web exploitation rights without having to fully fund the creation of original programming.
Changes in UK product placement
Product placement
Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the...
legislation in March 2011 will also allow advertisers to co-fund television content that features their brands within the editorial of the show.
Some recent examples of Content Partnerships:
- The Krypton FactorThe Krypton FactorThe Krypton Factor was a British game show produced by Granada Television for broadcast on ITV. The show originally ran from 7 September 1977 to 20 November 1995, and was hosted by Gordon Burns and usually broadcast on the ITV network on Mondays at 19:00....
, in partnership with The Sage GroupThe Sage GroupThe Sage Group plc , commonly known as Sage, is a global enterprise software company headquartered in Newcastle upon Tyne, United Kingdom. It is the world's third-largest supplier of enterprise resource planning software , the largest supplier to small businesses, and has 6.1 million customers...
on ITVITVITV is the major commercial public service TV network in the United Kingdom. Launched in 1955 under the auspices of the Independent Television Authority to provide competition to the BBC, it is also the oldest commercial network in the UK... - http://www.eurosport.com/ The Factory on EurosportEurosportEurosport is a pan-European television sport network operated by French broadcaster TF1 Group. The network of channels are available in 59 countries, in 20 different languages providing viewers with European and international sporting events...
, in partnership with the PhilipsPhilipsKoninklijke Philips Electronics N.V. , more commonly known as Philips, is a multinational Dutch electronics company....
and AT&T Williams F1 - Vodafone TBA on Channel 4Channel 4Channel 4 is a British public-service television broadcaster which began working on 2 November 1982. Although largely commercially self-funded, it is ultimately publicly owned; originally a subsidiary of the Independent Broadcasting Authority , the station is now owned and operated by the Channel...
, in partnership with VodafoneVodafoneVodafone Group Plc is a global telecommunications company headquartered in London, United Kingdom. It is the world's largest mobile telecommunications company measured by revenues and the world's second-largest measured by subscribers , with around 341 million proportionate subscribers as of... - Crest toothpaste in The ApprenticeThe Apprentice (U.S. TV series)The Apprentice is an American reality television show hosted by real estate magnate, businessman and television personality Donald Trump, created by Mark Burnett and broadcast on NBC...
- American ExpressAmerican ExpressAmerican Express Company or AmEx, is an American multinational financial services corporation headquartered in Three World Financial Center, Manhattan, New York City, New York, United States. Founded in 1850, it is one of the 30 components of the Dow Jones Industrial Average. The company is best...
in The RestaurantThe RestaurantThe Restaurant is a reality television series that aired on NBC in 2003, with a second season broadcasting in 2004. The series had encore presentations on CNBC and Bravo....