TV Talks: From GamesMaster to Pimp My Ride, how brands can make good TV
Channel 4's David Amodio, Vice's Carsten Meijer and Eve Williams at eBay talk branded entertainment opportunities and offer top tips for making good TV.
This episode, we explore branded content with Vice, eBay and Channel 4
Advertiser-funded content has been knocking about for years but it's a tough nut to crack with multiple parties having multiple needs. The trio shared best practices and advice on making collaborative, but crucially watchable TV. From resurrecting iconic shows like GamesMaster and Pimp My Ride to left-of-field digital series like Domino's Yodel Rap and comedy series Razar Sharp from Lucozade.
Recorded during The Drum Media Summit 2022, editor Cameron Clarke sat down with David, head of digital innovation and 4Studio, Carsten who is the senior vice-president of commercial at Vice Media Group and eBay's UK chief marketing officer Eve Williams.
David urged advertisers to put the viewers first and make something worth watching rather than thinking of KPIs, while Carsten encouraged brands to use TV to tap into subcultures and build tribes.