Reaching fans via the web and brands
Web branding. An increasing numbers of actors, producers and directors are launching online TV series together with blue chip sponsors, according to UK-based digital entertainment research company Futurescape.
“Web shows have progressed from experimental projects to become creatively and commercially successful productions in their own right,” says the firm’s co-founder Özlem Tunçi. “Web TV offers a new, more interactive medium for stars to reach fans.”
Futurescape points to the likes of Sex and the City creator Candace Bushnell’s business comedy The Broadroom, sponsored by Maybelline, Lisa Kudrow co-creating and starring in comedy Web Therapy (Toyota’s Lexus), and Ashton Kutcher launching reality series KatalystHQ, with sponsorship from Nestlé Hot Pockets.
“The maturing web show market offers actors and producers proven ways to benefit commercially as well as creatively,” says Futurescape, which has just published an update of its The Birth of Online TV report. “Major advertisers increasingly appreciate how web series can enhance a brand’s image and connect it with specific demographics or online communities.”