Branded Entertainment: A New Production Financing Paradigm

Branded Entertainment: A New Production Financing Paradigm was prepared by the Canadian Media Production Association (CMPA). This series of three whitepapers aims to explore the field of branded entertainment. In the second whitepaper, The Canadian Experience, the peculiarities of the Canadian context for branded entertainment are explored in order to provide independent producers guidance on how to best navigate these waters. Through an examination of several outstanding case studies of branded entertainment properties, best practices do emerge for producers interested in tapping into this burgeoning sector of the industry. Finally, this paper points to issues and concerns expressed by industry leaders, both on the brand marketing and producer side of the equation, to pave the way to greater collaboration in the creation and financing of original Canadian content. February 11, 2014.