content partnership

A content partnership is a term describing a

joint venture A joint venture (JV) is a business entity created by two or more parties, generally characterized by shared ownership, shared returns and risks, and shared governance. Companies typically pursue joint ventures for one of four reasons: to acces ...

between brands, broadcasters, publishers and producers to create original audio visual programming across any media platform. Stakeholders in the project co-finance and share the exploitation rights to that content and its

intellectual property Intellectual property (IP) is a category of property that includes intangible creations of the human intellect. There are many types of intellectual property, and some countries recognize more than others. The best-known types are patents, cop ...

. Most commercial content partnerships are now being applied to

Advertiser Funded Programming Advertiser-funded programming (AFP) is a recent term applied to a break away from the modern model of television funding in place since the early 1960s. Since that time, programmes have normally been funded by a broadcaster and they re-couped the ...

(AFP) where brands directly fund TV shows. These new partnerships allow advertisers to gain web exploitation rights without having to fully fund the creation of original programming. Changes in UK

product placement Product placement, also known as embedded marketing, is a marketing technique where references to specific brands or products are incorporated into another work, such as a film or television program, with specific promotional intent. Much of th ...

legislation in March 2011 will also allow advertisers to co-fund television content that features their brands within the editorial of the show. Some recent examples of content partnerships: *''

The Krypton Factor ''The Krypton Factor'' is a British game show produced by Granada Television for broadcast on ITV. The show originally ran from 7 September 1977 to 20 November 1995, and was hosted by Gordon Burns and usually broadcast on the ITV network on ...

'', in partnership with

The Sage Group The Sage Group plc, commonly known as Sage, is a British multinational enterprise software company based in North Tyneside, England. As of 2017, it is the UK's second largest technology company, the world's third-largest supplier of enterpri ...

ITV ITV or iTV may refer to: ITV *Independent Television (ITV), a British television network, consisting of: ** ITV (TV network), a free-to-air national commercial television network covering the United Kingdom, the Isle of Man, and the Channel Islan ...

*''The Factory'' on

Eurosport Eurosport is a group of pay television networks in Europe and parts of Asia. Owned by Warner Bros. Discovery through Warner Bros. Discovery Sports#Warner Bros. Discovery Sports Europe properties, its international sports unit, it operates two ...

, in partnership with the

Philips Koninklijke Philips N.V. (), commonly shortened to Philips, is a Dutch multinational conglomerate corporation that was founded in Eindhoven in 1891. Since 1997, it has been mostly headquartered in Amsterdam, though the Benelux headquarters i ...

and

AT&T AT&T Inc. is an American multinational telecommunications holding company headquartered at Whitacre Tower in Downtown Dallas, Texas. It is the world's largest telecommunications company by revenue and the third largest provider of mobile tel ...

Williams F1 *''Vodafone TBA'' on

Channel 4 Channel 4 is a British free-to-air public broadcast television network operated by the state-owned enterprise, state-owned Channel Four Television Corporation. It began its transmission on 2 November 1982 and was established to provide a four ...

, in partnership with

Vodafone Vodafone Group Public limited company, plc () is a British Multinational corporation, multinational Telephone company, telecommunications company. Its registered office and Headquarters, global headquarters are in Newbury, Berkshire, England. It ...

Crest toothpaste Crest is an American brand of toothpaste and other oral hygiene products made by American multinational Procter & Gamble (P&G) and sold worldwide. In many countries in Europe, such as Germany, Bulgaria, Serbia, Ukraine, Belarus, Russia, Poland, ...

in ''

The Apprentice ''The Apprentice'' is a Reality competition, reality talent game show franchise originally aired in 2004 in the United States. Created by U.S.-based British producer Mark Burnett, the show depicts contestants from around the country with variou ...

'' *

American Express American Express Company (Amex) is an American multinational corporation specialized in payment card services headquartered at 200 Vesey Street in the Battery Park City neighborhood of Lower Manhattan in New York City. The company was found ...

in '' The Restaurant'' {{DEFAULTSORT:Content Partnership Advertising industry