Ten moves to take slice of $200m TV branded content market with deal with Context Media
Ten is to step up the amount of brand funded programs on its channels after signing a deal with Context Media to explore new opportunities for marketers and to bring new revenue to the troubled network.
The agency, which specialises in content creation, will help Ten muscle in on the growing desire for advertisers to align and integrate their brands with TV shows, and to create content.
Ten estimates the TV branded content market in Australia is worth some $200m and is “growing rapidly”.
Context Media directors Brian Gallagher and Peter Jenetsky will work with Ten’s creative solutions division, Generate, to develop content across its main channel, Eleven, One and digital platforms.
Might want to check the logo for Context Media. Not sure if the American version has anything to do the the Australian one. Confusing naming strategy if it isn’t….
Hi Logo Check
Thanks for the heads up on that. We’ve updated the story with the correct logo.
Cheers
Steve
Chief Reporter, Mumbrella
Oh dear god, Channel 10 loosing revenue and audience by the day to work with clients/agencies to generate branded content…what could possibly go wrong!
Gags reinvents himself yet again… gets a short-term contract with Ten… will only be short-term… and the quote about him having produced the most amount of brand-funded content in Australia is pure fantasy – I can name three other producers who have produced more than Gags… the end.
Well, i look forward to anything that isn’t an Elimination Show or bakeoff !!! Bring it On Context Media and Channel 10