EXCLUSIVE: BBC Studios Productions is pushing additional into the ad-funded programing (AFP) area by hiring a devoted Head of Branded Leisure.
Kate Norum will be a part of from Sky within the newly-created function subsequent week, the place she’s going to purpose to develop extra BBC Studios’ exhibits which might be sponsored and part-funded by manufacturers.
Current examples embody Channel 4 double The Nice House Transformation, which was backed by IKEA, and Prepare dinner Intelligent, Waste Much less with Prue and Rupy, sponsored by Hellmann’s mayonnaise. The manufacturing outfit has additionally made the likes of Hyundai-sponsored 2045: Recollections of the Future for international business channel BBC World Information.
Reporting to Director of Digital and Enterprise Growth Helen Pendlebury, Norum, who joins after a three-year stint as Sky Branded Content material Controller, will work intently with BBC Studios’ factual and format groups to identify alternatives.
Lately, AFP has been a rising pattern because of the decline of broadcaster budgets and enhance in prices – with producers needing to search out funding from elsewhere – and that is solely set to worsen with the upcoming cost-of-living disaster.
“BBC Studios’ popularity for creating world class content material and forging vastly profitable partnerships is second to none and I’m excited to get began and take the ad-funded enterprise to even larger heights,” stated Norum.
Pendlebury stated Norum arrives “at a key second of development for our enterprise as we construct on the successes we’ve needed to date within the branded area.”
