Flextech And UKTV Commit To Ad-Funded Programming
Flextech and UKTV are increasing their commitment to the rapidly expanding area of advertiser-funded programming with the appointment of Claire Heys to the newly created role of head of commercial partnerships.
Heys will be responsible for driving advertiser-funded programming strategy by working closely with television sales house Interactive Digital Sales to help meet the creative needs of its clients. She will report to Flextech commercial director Jon James and UKTV commercial director Nick Betts.
This is the first time that a UK broadcaster has created a dedicated advertiser-funded programming role. The appointment will build on IDS recent success in the field with clients such as Renault and Almay.
Commenting on her appointment, Heys said: “There is a lot of talk about advertiser-funded programming and I am delighted that Flextech and UKTV have demonstrated their commitment to making it a reality. To be working from the broadcast side of the fence on such a targeted bouquet of channels will create some fantastic opportunities for advertisers and reinforce the message that we are open for business.”
Earlier this month IDS and Mediacom secured a deal that will see Swedish furniture giant IKEA fund a series of short interior design programmes due to be broadcast on UKTV. The series will consist of ten two-minute episodes airing on UKTV Style and UKTV Bright Ideas (see UKTV Secures Ikea To Launch Advertiser-Funded Series).
Advertiser-funded programming looks set to take-off over the coming months as brands search for more innovative and cost-effective ways to reach consumers in the increasingly cluttered media landscape. The latest research from the Branded Content Marketing Association estimates that branded television content will quadruple by the end of the year in a move that would make the industry worth around £22 million (see Advertiser Funded Television To Take Off In 2004).
Fitch Ratings estimates that the ongoing fragmentation of television audiences and the rise of advertiser-funded programming will prompt a change to the structure of media agencies. The global rating agency predicts that the major players will become more involved in the development of television shows to ensure product placement within the programming.
Flextech: 020 7299 5000 www.flextech.co.uk
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