Branded Content Beyond TVOctober 23, 2012 - 1:45 PM to 2:45 PM
ROOM: WHARTON BALLROOM
The idea of branded entertainment has taken on new life for brands and producers alike with the advent of original online content. Video portals such as YouTube and Yahoo! have brought brands to the table for myriad online projects, including factual and lifestyle entertainment-oriented web series and specials. Thus, with these portals evolving their channel strategies and in turn, ramping up their original content while broadcast and cable networks delve deeper into multi-platform extensions of successful TV properties, and viewers increasingly morphing into viewsers, the opportunities for finding the right platform - or platforms - for your branded content have never been greater. In a multi-screen world, what works where, and why?