ITN to host World Cup Media talk series to showcase branded content credentials
ITN Productions has launched the first in a series of World Cup-themed online discussion panels to engage football fans from the media world and showcase the broadcaster’s ability to produce branded content with short notice. Over the next few weeks, a fast turnaround production team from ITN will tour media agencies to create a mini-series of discussion panels throughout the competition, giving fans the chance to “air their views and argue their position” around the Brazil-based tournament. The inaugural episode shows ITN Productions’ own staff “get to grips” with England’s loss to Italy, predict England’s fortunes against Uruguay and argue the merits of Phil Neville’s recent commentary. Robin Gibson, commercial director, ITN Productions said: “We work in a real-time content marketplace and the World Cup is a massive talking point. We wanted to do something fun for the media industry while providing an example of fast turnaround branded content. Brands are becoming more and more like publishers in their own right and need to be able to respond to events very quickly.” ITN Productions is calling on media agencies to get involved and offer their own post or pre-match comments and “quirkier World Cup-related opinions” reacting to the latest tournament events. The team will then turn 30 minutes of “analysis” into a short film within five hours before hosting it online. All episodes will be posted online and next episode will feature ITV’s commercial team. In addition to fast turnaround digital content, ITN Productions has created fast turnaround (same day) television commercials for Barclays, The Hobbit and Lego.