Online TV brings in branding bucks

 

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By Stewart Mitchell

Posted on 21 Nov 2008 at 16:16

Made-for-web television is increasingly attracting branding investment as companies look to exploit the niche demographics of successful online shows.

Thirty-three series or shows have been commissioned this year, up from just seven in 2007, according to the UK Web Shows Now report from online TV research specialist Futurescape.

The industry may remain in its infancy, but Bebo's reality travel show The Gap Year, has amassed a £1m budget and big brands are pouring money into shows that portray their products in a positive light.

"You can produce something different to what's on TV, which attracts a different audience, one that is particularly well suited to the brand," says Colin Donald, director of Futurescape.

According to the report, there is an emerging trend for major brands to bypass broadcasters and directly commission shows from independent production companies for distribution via online media networks.

While most shows target teens and young adults, the romantic comedy Katie & Co, made for Jacob's Creek, aims to reach the thirty-something readers of The Mail On Sunday, which hosts and promotes the show.

Big business is paying attention. The Gap Year (produced by Big Brother maker Endemol) has attracted 14 brands, according to Donald. Bebo hit, KateModern, attracted 30m hits, persuading sponsors from Microsoft to PG Tips to spend between £150,000 and £300,000 on the branding.

However, viewers need to be aware that one major driver for this new medium is the fact that - unlike broadcast television and radio - web production is very loosely regulated. Not everything is what is seems.

"What attracts the brands is that web broadcasting has a light-touch regulation," says Donald. "Paid-for product placement is banned on broadcast stations, but not online, which makes it very good for the commissioner to sell advertising space."