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 acce ...

between

brands A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...

, broadcasters,

publishers Publishing is the activities of making information, literature, music, software, and other content, physical or digital, available to the public for sale or free of charge. Traditionally, the term publishing refers to the creation and distribu ...

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, co ...

. 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 t ...

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. Contestants across the United Kingdom and Ir ...

'', in partnership with

The Sage Group The Sage Group plc, commonly known as Sage, is a British multinational enterprise software company based in Newcastle upon Tyne, England. it is the UK's second largest technology company, the world's third-largest supplier of enterprise res ...

ITV ITV or iTV may refer to: Television TV stations/networks/channels ITV *Independent Television (ITV), a British television network and company, including: **ITV (TV network), a free-to-air national commercial television network in the United Kingd ...

*''The Factory'' on

Eurosport Eurosport is a group of pay television networks in Europe and parts of Asia, owned and operated by Warner Bros. Discovery through its WBD Sports unit, it operates two main channels—Eurosport 1 and Eurosport 2—across most of its territorie ...

, in partnership with the

Philips Koninklijke Philips N.V. (), simply branded Philips, is a Dutch multinational health technology company that was founded in Eindhoven in 1891. Since 1997, its world headquarters have been situated in Amsterdam, though the Benelux headquarter ...

and

AT&T AT&T Inc., an abbreviation for its predecessor's former name, the American Telephone and Telegraph Company, is an American multinational telecommunications holding company headquartered at Whitacre Tower in Downtown Dallas, Texas. It is the w ...

Williams F1 *''Vodafone TBA'' on

Channel 4 Channel 4 is a British free-to-air public broadcast television channel owned and operated by Channel Four Television Corporation. It is state-owned enterprise, publicly owned but, unlike the BBC, it receives no public funding and is funded en ...

, in partnership with

Vodafone Vodafone Group Public Limited Company () is a British Multinational company, multinational telecommunications company. Its registered office and global headquarters are in Newbury, Berkshire, England. It predominantly operates Service (economic ...

* Crest toothpaste in ''

The Apprentice An apprentice is someone who is in training for a trade, profession. The Apprentice or Apprentice may also refer to: Television * ''The Apprentice'' (American TV series), the original reality television series * ''The Apprentice'' (franchise), ...

'' *

American Express American Express Company or Amex is an American bank holding company and multinational financial services corporation that specializes in payment card industry, payment cards. It is headquartered at 200 Vesey Street, also known as American Expr ...

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