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If advertiser-supplied programming boosts cash-strapped broadcasters' budgets, why is there only one such show on TV? asks Stephanie Bentley
Advertiser-supplied programming is often hailed as the next big thing in British television. Repeatedly industry observers tell us that with more channels needing more programmes, on top of the spiralling costs of talent and sports and film rights, a gap is beginning to open up between the broadcaster's programme budget and the amount of money it needs to provide a comprehensive schedule.
The advertiser can fill this gap, stumping up cash from its advertising budget towards the production of a programme which appeals to an audience -- usually youth - that might be hard to reach. In return it might get airtime, a reduction on the price of sponsorship bumpers and the rights to sell the programme overseas.
It sounds like an obvious solution. But for a range of reasons, advertiser-funded programmes have so far failed to make much headway. There is currently only one programme on British terrestrial TV known to be funded by an advertiser - The Pepsi Chart, on Channel 5.
Simon Wells, head of advertiser-- related programming of Gem, the commercial exploitation arm of GMG Endemol Entertainment, says: "Most of the time it's more appropriate to do sponsorship because it is far more difficult to get an advertiser-funded programme...