The Drum Awards Festival - Official Deadline

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By Daniel Morris

May 3, 2016 | 3 min read

Marketing is moving into new space – the bedroom. The Drum’s latest TV offering 'The Big Turn' On premieres on the Community Channel this Saturday and will take an explicit look at everything from VR Porn to remote control sex toys.

The porn industry is estimated to be worth $97bn, so it’s no surprise that teledildonics, socially connected sex toys, hook-up apps, VR Porn and real world sex platforms are all in overdrive right now, as the tech develops the industry grows.

The documentary will look at how many legal, financial, cultural and psychological barriers stand in the way of an industry with multi-billion-dollar potential – one that serves a basic human need.

'The Big Turn On' is a great example of a story that's brought to life through video, and a trend about a market that is interesting from a business perspective precisely because it’s interesting from a cultural and social perspective.

As marketers move into the bedroom, The Drum are also treading new ground with their second TV documentary, not what you might expect from a b2b publisher with a marketing audience. Sam Scott, The Drum’s head of video said: “We want the publication's video output to have an increasing TV presence. TV has the clout to reach thousands of people outside of your core audience overnight. That’s a great boost in overall views and its valuable in terms of brand impact and awareness”.

Speaking on his ambitions for The Drum’s video arm Scott added: “We want to put video at the centre of The Drum’s offering. Video will accommodate an audience that are in the mood to watch and listen rather than read and look. We’ll be investing in regular programs like Social Buzz Chat, and Weird Week, and regular long-form videos that give extraordinary stories the crafting they deserve.”

The Drum’s editor-in-chief Gordon Young continued on this point: “The Drum believe marketing can change the world - and it will do that through digital and understanding data. And with the rise of socially enable sex toys and the field of teledildonics this is just one area that their influence will be felt; in more way than one. Marketers will not only be literarily bringing people together but will use the data to build a better understanding of what turns their consumers on."

A pre-screening of The Big Turn On will take place at The Congress Centre on 5 May at 17:30. Places are free but limited, you can register here.

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