Sky pushes ad-funded content to business fore

BSkyB has added the position head of branded content to its company structure as it explores the opportunities arising from advertiser-funded content and product placement.

Jason Hughes is being promoted to the role from his current position as Sky deputy head of editorial policy and compliance. He will work with Sky’s ad sales, commissioning and compliance teams.

The broadcaster says the new position “reflects a rapidly changing landscape for content investment” and that it wants to lead its development.

Brands that have worked with Sky on advertiser-funded programming initiatives include Coca-Cola with Coke Zero’ Presents: Wayne Rooney’s Street Striker.

Hughes says: “We aim to innovate in this area and set a high bar for branded content that supports our customers’ experience.”

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