Advertiser-Funded Programming: A Potential Paradigm for Television Advertising

This research seeks to analyze the dynamics behind the production of AFP-advertiser-funded programming by bringing together published literature and industry perspectives of different players in the television and advertising market. The purpose of the research is to create an understanding of the dynamics of advertiser-funded programming as a new business and production model for television advertising, as well as for television program production. Caused by the change in the current television advertising and a fierce competition of the web, AFP can be considered as an effective way for advertisers and TV channels to engage deeply with consumers while providing high quality and relevant television contents. Using two main perspectives, the aim would be to trace suggestions and possible implementations for the production process as well as for the advertising strategy. On one hand, the analysis of the network of actors involved in advertiser-funded programming can help to understand the creation of superior value for the partners within the network as well as for the end consumers. On the other hand, the focus on the creation of engagement and loyalty, through the TV programming, would be useful to clarify the potential powerful of this type of television productions. A qualitative methodology has been chosen and semi-structured interviews have been conducted, as well as business-to-business and consumers marketing theories have been used to explain, support and criticize key characteristics and factors of advertiser-funded programming production. Though it does not deduce any theory, it adds suggestion on how the production can be shaped better. Thus, the partnerships within the network of players assumes a crucial role in order to develop a clear understanding of the goals, as well as to try to standardized the production process in order to be more cost and timing efficient. At the same time a deeper involvement of consumers, using social networks and creating off-air activities, can help to create an engaged and loyal audience, which in turn can make the overall success of the TV program. Advertiser-funded Programming: En potentiell paradigm för TV-reklam