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Opinion

Advertisers want to play a starring role in viewers’ lives, but this requires a comprehensive understanding of their unique motivations and behaviours. 

Fame used to be rare and centralised but now, thanks to social media, fame is everywhere. But it’s also fragmented and hyper-targeted. How do brands break through in this new world?

TV viewing and reach have declined as UK broadcasters slashed spend on home-grown premium content. But could a new production powerhouse come to the rescue?