TORONTO – CBC has announced the creation of The Branded Entertainment Development Initiative, a unique opportunity for marketers and independent producers interested in collaborating on CBC’s daytime programming schedule. The broadcaster says it will provide the chance to be part of the creation and development of new daytime programs that incorporate strategic partnerships with outside brands, in an effort to create opportunities that go beyond traditional broadcast avenues.
“We know there are strong ideas already percolating out in the Canadian independent production communities that would fit well with our existing lifestyle and cooking shows,” said Jennifer Dettman, head of factual entertainment, CBC Television, in a release. “We look forward to hearing more from the industry and providing a platform for brands and products to be integrated seamlessly and organically into our programming.”
The Branded Entertainment Development Initiative will be managed and developed through a combined effort of CBC’s Studio & Unscripted team and the CBC Revenue Group Client Marketing department. The full criteria and details of the new initiative will be released April 5, on CBC’s Independent Producers website.
“It is extremely rare for marketers and their brands to be at the table while a project is in this stage of development – we are thrilled to be offering this ‘first of its kind’ opportunity to the Canadian marketing and advertising community,” said Gaye McDonald, director of client marketing, CBC Revenue Group.
