At the BANFF TV Fest: Marketers are looking for multi-platform business models, too

By Susan Tolusso

BANFF – While broadcasters and producers look to finance their platform-hopping content with advertising, sponsorship and product placements, marketers are trying to match their brands with must-see content on most-viewed platforms. They’re playing catch up. As Sunni Boot, president of media buyer Zenith Optimedia Canada, told Tuesday’s Banff World TV Festival panel on financing TV production through advertisers, the times have changed. “The whole business paradigm has changed. It’s no longer just, buy a spot, get a commission,” added Boot, who was panel moderator. “But how do we take advantage of the changes?” David Lyle, president of Fox Reality Channel,...