The Stage

Brands snub commercial television for online shows

Published Thursday 20 November 2008 at 16:45 by Matthew Hemley

Major brands are bypassing commercial television broadcasters in favour of funding online-only content that can feature their products, a report has revealed.

According to online television research company Futurescape, advertiser-funded internet productions without any broadcaster involvement “in either the commissioning or the online distribution” are increasing.

The company’s report, UK Web Shows Now, highlights shows such as the romantic comedy Katie and Co, which features Jacob’s Creek and runs on the Mail Online, and Endemol’s sci-fi show Kirill, which is commissioned by and runs on MSN to showcase MSN’s online services.

It also points to Hat Trick’s drama Neon Candy, which is funded by Ford to market its Fiesta car to young women and is also shown on MSN.

The report said: “This trend demonstrates the growing interest by major brands in directly reaching online viewers with their own original programming, via internet distribution deals that exclude broadcasters in favour of rival media owners.”

Futurescape’s findings follow news that independent TV producers and ITV have developed a code of conduct for product placement on television, which they would follow if the practice becomes permitted in the UK.

The British government is currently consulting on the AVMS Directive, which would permit EU member states to allow paid-for product placement in drama and entertainment.

However, EU member states are allowed to make individual decisions on whether or not they allow product placement and culture secretary Andy Burnham has already said he is against product placement, claiming it would “contaminate” British TV programmes.

UK Web Shows Now analysed 50 shows made in 2007 and 2008, comprising 30 made for the internet, five made for mobile phones, three feature films and 12 web shows that are in development.

It found that Big Balls Films, Endemol and Conker Media are the big players when it comes to producing online content, each making or developing four of the 50 online shows.