OTTAWA – While branded entertainment often blurs the fine line between entertainment and advertising, the reality is that it can also help pave the way to greater collaboration in the creation and financing of original Canadian screen content, says a new study from the Canadian Media Production Association (CMPA).
On Tuesday, the CMPA released the second white paper of its three-part study, entitled “Branded Entertainment: A New Production Financing Paradigm,” as a prelude to discussions at their annual Prime Time in Ottawa conference next week.
“The Canadian Experience” white paper (click here to read the French version) explores the issues faced by Canadian content creators when it comes to working with brands as this trend increases towards integrated, cross-platform campaigns.
The study’s author, Catherine Tait of Duopoly, explores the Canadian market in its nascent stage through several examples of outstanding branded entertainment properties, as well as the challenges and opportunities that arise for brand marketing, producing, and the regulatory environment.
“As branded entertainment isn't a new source of financing for traditional programming, it's a new source of financing for a new kind of programming, which seeks to engage viewers in the values of brands and to create a longer term relationship between brands and consumers," said Tait in a press release.
The study also explores the need for media companies to align goals around both great ratings and increased brand sales. As companies become more integrated in their approach, branded entertainment progressively finds its home online and on social media.
The third white paper, to be released in April, will engage leaders in the branded entertainment industry in discussing possible futures, as approaches, trends and opportunities rapidly evolve.
Funding for this research was provided by the Ontario Media Development Corporation (OMDC), the Canada Media Fund (CMF) and the Bell Broadcast and New Media Fund.
