Branded Entertainment is a lucrative $44 billion a year industry south of the border. But a new study released yesterday by the Canadian Media Production Association (CMPA) at the Merging Media conference suggests that the production landscape is also ripe north of the border for Canadian content creators to forge greater collaborations and take better advantage of evolving financing models. “Branded Entertainment: A New Production Financing Paradigm” is a three-part study prepared by Duopoly’s Catherine Tait that explores the current trends in this arena and provides an introduction to the terminology and practices of the industry today. It is sponsored by the Ontario Media Development Corporation (OMDC), the Canada Media Fund (CMF) and the Bell Broadcast and New Media Fund.
“It is important for us to analyze where we are in order to best position independent producers to thrive in this rapidly evolving industry,” says Ms. Tait. “Because branded entertainment rides a fence between advertising and entertainment, the creative conversation is different and uses its own unique vocabulary. Financing models are also still evolving, with key issues like IP ownership still being worked out on a project-by-project basis.”
The second paper will fully examine many of these challenges and share potential opportunities for the future. It will be released at Prime Time in Ottawa, being held from February 19-21, 2014. The third study, to be made public in April, will further examine where the industry is headed and will also explore best practices by showcasing some of the industry’s most innovative case studies.