CBC debuts Branded Entertainment Development Initiative
By Adnews Staff
CBC has launched a new program called the Branded Entertainment Development Initiative. The program is intended to encourage marketers and independent producers to collaborate on new daytime programming incorporating outside brands. The initiative will be managed jointly by CBC's Studio and Unscripted unit and the CBC Revenue Group Client Marketing department. More details of the program will be released April 5. "We know there are strong ideas already percolating out in the Canadian independent production communities that would fit well with our existing lifestyle and cooking shows," said Jennifer Dettman, head of factual entertainment at CBC Television. "We look forward to hearing more from the industry and providing a platform for brands and products to be integrated seamlessly and organically into our programming."