Film38 launches entertaining:tv

A Film38 product story

Edited by the Marketingweek Marketplace editorial team Sep 9, 2008

Film38 has announced the launch of entertaining:tv, which is designed to create advertiser-funded original programming for distribution on the web and in-flight and mobile media platforms.

Entertaining:tv is a separate limited company within Film38.

Liz Smith, managing director of Film38, said: 'Ad-funded programming is becoming increasingly prevalent, and a new model of a production company is required to support it.

'Entertaining:tv has been set up to feed this demand for quality video content.

'It acknowledges that new marketing principles have emerged, and recognises that the way consumers respond to media is going through radical change.

She added: 'Entertaining:tv combines the discipline of working on commissioned programming for broadcast with a thorough understanding of brands and brand values.

Most importantly, the work is executed within a framework of understanding of how new media platforms work and how people interact with them.