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TVNZ grabs the branded content bull by the horns, courts partners with new scheme

As consumers continue to find ways to avoid commercial messages, TV networks, brands and agencies are increasingly trying to make them unmissable by putting them inside some of their most popular programmes rather than inbetween, with the likes of MasterChef, The Block or the raft of talent shows all aiming to take things much further than a traditional sponsorship. And, as TVNZ’s head of sales Jeremy O’Brien announced at the network’s new season launch last week, TVNZ is trying to become more pro-active about cementing these relationships with brands with the creation of a new branded content initiative set to launch in 2014.