Is the 30-second spot still the holy grail for advertisers? We examine why brands want their messages in programmes as well as between them and how this is changing the nature of programme funding and creation. Key industry players provide an insight into the challenges broadcasters, producers and brands face when working together to create content that meets all of their needs, while still remaining true to the original concept and proving compelling for viewers. We also examine if AFP really does bring money back into TV, the power-shift in who has the ability to fund content, and what the future might hold for the TV industry and advertisers.

http://www.rts.org.uk/no-longer-only-buying-eyeballs-why-advertisers-want-make-programmes