The first instalment of TVNZ's Future Now series, which aims to showcase some of the company's big broadcasting brains, Dominic Corry interviewed head of digital Tom Cotter to find out how technology was changing the face of TV. And next on the list is Andrew Shaw, the straight-shooting general manager of commissioning, production and acquisitions, who waxes lyrical about TV content trends and the reinvestment in high concept, cinematic drama series in the US.
When asked about the place of branded content in programming, he says: “If you want to be involved in the programme at that primary level you’ve got to be offering things that are a positive contribution to the story. There’s no point in just saying I need this many brand explosions, this logo – it’s got to work as a story. In this highly congested media landscape where audiences are at home with mutliple screens, dozens of devices and many choices, what’s going to keep people there? Story.”
In the longer interview, which you can watch on TVNZ's Planit site, he says TVNZ has learned a lot making branded content programmes over the years. He also talks about the role of ratings, what he looks for when commissioning a programme (ideas that are innovative, relatable, speak with a local voice and can only be made here), and how TV is going to look in the future (FTA still strong, Ondemand becoming increasingly important, content straight to the consumer).