Branded content lessons from China

Branded content on TV has seen a spectacular rise in China, with rich companies vying for programming opportunities.

Branded content lessons from China

Amrita Randhawa and Mateo EatonMindshare Asia Pacific

There is a ripe, and cost-efficient, opportunity for brands to fill the void in original programming on China's multitude of internet portals serving half-a-billion web users.

If we had no kids, deep enough pockets and the willingness to take a few risks, we would quit our jobs and form a production joint venture with a Chinese broadcaster or major Internet portal. We've thought about it - many times.

A recent article in The Economistdescribed Chinese television development as ‘progressing at a lunatic pace’. We can't...

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