Endemol targets brands for content drive

by Tristan O'Carroll, Media Week 22-May-08, 12:30

LONDON - Endemol UK is launching a new division that will secure partnerships with leading brands to create new forms of content.

New State will be headed by managing director Cody Hogarth, previously Endemol UK head of commercial partnerships. The new division will work alongside Endemol UK’s production arms in linking brands with TV and digital media content.

The move represents a new phase in Endemol UK’s branded content activity across platforms including TV, online and mobile. Endemol UK’s recent activity in this area includes Channel 4’s music show Vodafone TBA (pictured) and ITV1’s music entertainment series Orange Playlist.

Earlier this week, partnerships with brands such as Sony and Doritos were announced for The Gap Year, Endemol UK’s online reality series, created for social networking site Bebo.

Lucas Church, chief operating officer of Endemol UK, said: “All the signs are that brand partnerships will play an increasingly important role in delivering quality content across TV and digital media platforms.

“This is an area where we see significant opportunities for growth and one that we now plan to bring into the heart of Endemol UK’s business.”