A presentation by Claire Heys, Commercial Partnerships Director, Tiger Aspect at the Linkedin UK Production Lounge in April 2010 regarding product placement, advertiser funded programming, Branded TV & sponsorship

1. Claire HeysDirector, Commercial Partnerships How to build successfulcontent partnerships between advertisers, broadcasters & producers

2. Tiger Aspect Charlie & Lola Restoration Man The Vicar of Dibley Robin Hood

3. What is difference between… Branded Content Content creator Build content partnership by funding a production Opportunity to gain rights position or revenue share Opportunity to license TV brand off air Sponsorship Programme “badge” Airtime deal based around traditional media value None None

4. The Process 1st step Strategic Understand brand’s business objectives Understand what success will look like 2nd step Business Create enough value for brand by using all platforms Negotiate rights & programme license package 3rd step Creative Work out creative idea, format & communication messages Ensure brand understands the commissioning process

5. Five @ 8pm (October 2009) 8 x 60 mins

7. bring together “traditional puzzlers” with games consoles

9. Online game

10. Experiential tour

15. Results Reversal of 5% decline in sales year on year Achieved 24% growth in associated software sales

16. Product Placement How do I do it? What do I look out for?

17. The Big 5 Rules Broadcasters must maintain independent editorial control over programming Broadcasters must ensure that editorial content is distinct from advertising Surreptitious advertising is prohibited. Products, services and trade marks must not be promoted in programming. No undue prominence may be given in programming to a product, service or trade mark.

18. Undue Prominence the presence of a product in programming where there is no editorial justification the manner in which a product appears or is referred to in programming

19. Where is it allowed? PP allowed in films series made for television (or other audiovisual media services) sports programmes light entertainment programmes.

20. Where is it allowed? PP allowed in films series made for television (or other audiovisual media services) sports programmes light entertainment programmes. PP not allowed in news programmes children’s programmes. BBC programmes religious programmes consumer advice current affairs

21. Prohibited Products alcoholic drinks foods or drinks high in fat, salt or sugar (“HFSS”) gambling infant formula (baby milk), including follow-on formula all medicinal products cigarettes any product that is not allowed to be advertised on television.

22. Key Questions to ask

23. Conflict Is the series already sponsored? Competing categories? Prop placement?

24. Value Who does the evaluation? Payment schedule: 50% on signature 50% on TX/evaluation

25. Campaign How does the partnership work outside of the TV content? Online Retail Licensing Talent Airtime deal

26. Thank you CONTACT Claire Heys Director, Commercial Partnerships Tiger Aspect Direct Line: 44.207.529.9486 Mobile: 44.777.594.2279 Email: claireheys@tigeraspect.co.uk