HOW TV NEWS BRANDED CONTENT WORKS
WHAT IS BRANDED CONTENT?
Here is the procedure:
1- Bader TV News team produces the story working with a network news reporter
2- Bader Media team purchases the air time and distributes the story to the awaiting local TV stations and
national lifestyle programs
3- The channels air the story on TV as is and a special version for their social media sites
national lifestyle programs
Branded or “integrated” content is a media platform wherein a commercial entity, usually a corporation that sells consumers a product or service, purchases air-time during a news broadcast. The major difference between branded and commercial content is that the branded segment, as produced by Bader Media, does not give the appearance of a traditional commercial advertisement – it looks and sounds as if it is an editorial news story.
Branded content usually runs two to five minutes, depending on the news platform. It can be produced with a guest on set, and/or with video footage with either the news host rendering a voice-over or a branded content host delivering a voice-over.
In the productions where the branded content host does the voice-over, the news anchor delivers an introduction to the video, and a conclusion (referred to as a “tag”) with a “call to action.” The “call to action” prompts the viewer to seek additional information on the product or service.
In the productions where the news host renders the entire voice-over, the above referenced introduction and “call to action” are incorporated into the news voice-over script.
BENEFITS & ADVANTAGES
The most significant benefit of branded content is that the entity imparts their message to an appropriate television and digital media demographic concisely and without outside editorial commentary which may obscure, or take attention away from, the intent of the paid segment.
With approved scripts and video by both our client and the news platform, the entity assumes the credibility of a news report, which, as many studies have shown, are far more convincing than paid commercials.
THREE BASIC PLATFORMS
There are three (3) basic approaches to providing branded content segments to the news channels:
– Bader TV produces the complete segment with one of our reporters including writing the lead in and tag for the channels – with a client focused call to action
– The channel hosts a “Look Live” with either an expert tied to the story or our reporter from the Bader TV news set with a split-screen
– Bader writes the segment, provides the footage and the channel edits and produces the segment themselves
CREATIVITY & TV NEWS VALUE
Branded content is a relatively new concept and one that was spearheaded by Bader Media. In recent years, as FCC regulations no longer required news broadcasts to adhere to strict rules regarding public service – news shows emerged as lucrative profit centers akin to television sitcoms, late night talk shows, and sporting events.
As such, every minute of a news broadcast has value attached to it – and that value is generated by content which boosts ratings which increase viewership which, in turn, raises advertising revenue and profits for the network. Bader Media has a long history of providing major and independent news outlets with content that has augmented ratings and viewership – spanning automotive, lifestyle, sports, arts and culture, entertainment, technology, human interest, and current events, and hybrids thereof.
Value is also generated directly by advertisers – either by way of traditional commercials or branded content. Branded content fits into the current media landscape as it is both informative – with its elements of storytelling – and entertaining, as the video content is more dynamic than standard news video. Bader Media is a leading branded content producer for TV national and local programming.
BRANDED CONTENT IS HERE TO STAY
The media platforms – national and local – depend on branded content as the 24-hour / 365 day news cycle requires a constant flow of creative TV news content, which branded journalism plays an important role.
Bader Media works closely with producers to ensure that your content flows seamlessly within the editorial context. Our writers, editors, and producers, who all have extensive backgrounds in TV journalism, weave credited news events and other news sources into your story – usually citing statistical studies, or by having a topical expert contribute soundbites and an on-camera appearance.
Every news platform also has corresponding digital and social media platforms, most commonly Facebook, Twitter, and YouTube. Whereas an editorial broadcast disappears after it airs, branded content has a longer lifespan on these platforms, thereby augmenting the entity’s advertising dollar with more of an audience reach. Bader Media tailors such video content for broadcast and digital media – as they require different production values and visual / audio elements to be most effective.
In fact, Bader Media was among the first production companies to bring video content to streaming platforms, Vimeo, and YouTube, and privately owned websites.
Bader Content Studios
Washington DC Bureau
Bader Content Studios