BBC Studios Signs Dedicated Head Of Branded Entertainment To Oversee Ad-Funded Programing Push

deadline.com:

EXCLUSIVE: BBC Studios Productions is pushing further into the ad-funded programing (AFP) space by hiring a dedicated Head of Branded Entertainment.

Kate Norum will join from Sky in the newly-created role next week, where she will aim to develop more BBC Studios’ shows that are sponsored and part-funded by brands.

Recent examples include Channel 4 double The Great Home Transformation, which was backed by IKEA, and Cook Clever, Waste Less with Prue and Rupy, sponsored by Hellmann’s mayonnaise.

The production outfit has also made the likes of Hyundai-sponsored 2045: Memories of the Future for global commercial channel BBC World News.