Advertiser Funded Television Programmes

What is AFP?

A TV programme or series of programmes that are funded in part or completely by an advertiser. Also known as Sponsor Financed Programming.

What can it add to a brand?

• Programming that appeals to a brand's core target audience and involvement with the contents
• An appointment to view, which means enhanced communication as attention to both programme and commercial break are greater
• Opportunities to develop a fully integrated communications strategy where the customer can interact with the brand
• Differentiate the brand from its competition
• Integrate the brand into the programme, with the sponsor assuming and enhancing the values of the show and sharing the relationship with the viewer
• A project with the potential to become self financing over time through the exploitation of rights.

The pbrmedia contribution:

pbrmedia works with independent programme makers, media and advertising agencies, and clients, to realise these projects. The secret of success lies in establishing strategic relationships between the client brand on one side and the producer and the broadcaster on the other. It uses established media techniques to match brand values to those of the programme so that the overall communication is relevant to the objectives of both.

With pbrmedia the relevant connections will be made with the minimum investment of resources and time so that the optimum synergy between brand and programme can be achieved. Recognition of the communication opportunities that are presented by any project is a core part of the service, ensuring that maximum value is generated for the provider of the funding.

pbrmedia will manage all aspects of the development process from initial briefing to scheduling of transmission

Projects we are working on include:

• The development of a major "slice of life" series on behalf of a large US travel organisation. pbrmedia has been responsible for the development of the brief and the search for and selection of a production partner. This project is just about to enter final development for shooting in the winter of 2003.
• pbrmedia has been retained by a leading independent production company to arrange commercial support for four programme formats. These are in a variety of areas of entertainment including music, factual entertainment, sports development and lifestyle engineering. For further information contact us on enquiries@pbrmedia.co.uk
• We are also working in conjunction with a national newspaper, a production company and a leading FMCG manufacturer on the development of a series of sponsored videos to be released in 2003.

Experience

In 1994 he was responsible for the airing of the first sponsored TV event on the private station NOVA in the Czech Republic. The programme was devised a strategic alliance of British Airways and Elle Magazine. Later, in 1997 he was part of the team that developed an advertiser funded programme project for Reckitt & Colman in Europe.

Contact us at enquiries@pbrmedia.co.uk for further information or an informal conversation about the opportunities for AFP