Blue-chip companies are increasingly producing and marketing their own programmes as television channels and internet video sites open the door to branded content aimed at niche audiences. Some earlier efforts to create branded television channels - such as Wellbeing, a 2001 joint venture between chemist Boots and ITV broadcaster Granada - turned into costly failures. But such experiences are not deterring a new group of businesses from working with production companies to create programmes for commercial television channels and video websites. Oil company BP and grocer Asda have both run branded programmes on Information TV, which sells slots on its two "open-access" Sky Digital channels to companies and organisations that want to create their own programmes or "micro channels". It also runs a website with simulcasts of the same material. Information TV is in talks with the owners of several big brands about future programmes and plans to launch a new service on the Freesat satellite platform by the beginning of next year.
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