Commercial as Content

FirebrandTV has introduced today the multimedia platform with  "commercials as content". The best ads will be chosen by a panel of Gen Y.  You can not only watch the cool commercials but also within a click you get an access to promotions and you can buy the products. FirebrandTV will also have CJ (commercials jockeys - someone like VJ) "to contextualize commercials as art and guide viewers through the spots, contests and promotions.". It launches 22nd October on three platforms: TV (ION Television Network), web and mobile (through iTunes and MSN)

Investors behind the project are: Microsoft, NBC Universal and GE’s Peacock Equity Fund, ION Television, as well as Adweek, Brandweek and Mediaweek, among others, joined Firebrand at its announcement during Advertising Week at the Paley Center for Media.

This is a great idea of distributing advertising using "pull" methods and combining it with merchandise option. It will be interesting to watch as it sets the new standard for traditional TV advertising.  The fact is that people don't hate commercials, people hate being forced to watch the bad and boring commercials. I am looking forward to hear people's reaction to it and see how is it working in real life. I think the sales aspect is very interesting, transferring ad liking into sales.

Crayon is handling the social media aspect of Firebrand - check out what they have already done: YouTube, Myspace, Facebook, Flickr and Delicious Links.

Tags: firebrandtv, advertising, content, sales

Comments

[Deirdre Geoghegan]

Im doin my thesis on how advertising is surviving in our world of changing and developing multimedia, I love this Firebrand idea, it makes ads interesting again.

does anyone have any views on my thesis subject or how to structure it, im a design student and not really a writer so i need help!!