![]() With the growth of OTT platforms, the terms “TV”, “digital” and “branded” are now beginning to merge, and the only true requisite is that people want to be entertained. The collaboration between TV production companies and the advertising industry can lead to a new Branded Entertainment model. I believe that Branded Entertainment has the potential to own IP and become a self-financing way to reach the hearts and minds of audiences who choose to spend time with content, regardless of whether or not it has been funded by a brand. By striking the right balance between the interests of innovators and the wider public interest, the IP system aims to foster an environment in which creativity and innovation can flourish.” ![]() IP is protected in law by, for example, patents, copyrights and trademarks, which enable people to earn recognition or financial benefit from what they invent or create. ![]() They embraced and grew their IP.Īccording to WIPO (World Intellectual Property Organization), “Intellectual property (IP) refers to creations of the mind, such as inventions literary and artistic works designs and symbols, names and images used in commerce. Wouldn’t it make creative and economic sense to see global brands such as McDonalds or Nike create their own branded entertainment in the form of long-running international hits? To evolve “I’m Lovin’ It” into a family entertainment format, to turn “Just Do it” into a global competitive reality show? After all, Redbull took “It Gives you Wings” to create the world’s biggest branded content powerhouse. This is because their lifeblood is their Intellectual Property, or IP. They maximize an initial investment to become profit centres. They attract huge, highly engaged audiences who actively choose to spend time with them. They are nurtured to keep them evergreen. These TV formats are conceived with great care, designed to have a long lifespan and international appeal. It may evolve and adapt to the nuances of the local market, but it has the same identifiable structure and values at its core. Each format becomes a brand in its own right. The strongest TV formats are created with the potential to travel across seasons, territories and platforms. Do I sound like a raving lunatic? This is the business of international television production, where scalability of content is key.
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