NATPE board member Robert Friedman and Electus CEO Ben Silverman agree on the future of branded content. After Ben Silverman spoke about the topic in a chat session at the beginning of the week, Friedman backed up his expectations. Branded content is not only going to be the future for the TV business but it will also play a large role for entertainment in general. "My feeling is that the only two parties left that are spending any money are the consumer and the advertiser," Friedman stated. According to his predictions, content producers are going to have to work closely with their advertisers.
This would further require the proactive cooperation of the distributor, the producer, and the advertiser. “Those who do that will win," he said. "There's just not enough money out there anymore.” For that matter NATPE established the themes for this year at its conference on Tuesday at the beginning of the week. These will include a strong focus on branded content, the potential of the international market, and digital distribution. Throughout the confab at least two of the three themes were part of every conversation.
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