Ad-Funded Programmes: What's all the hype about?

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As TV budgets tighten, does ad-funded programming offer a potential solution? Production companies are increasingly bringing brands in at the inception of a show, and baking advertising in from the beginning in a bid to get projects off the ground. As revealed in today’s episode of Talking TV, ITV alone has jumped from 3 or 4 AFPs a year in 2023 to around 15 this year. Pete Fergusson, co-founder and chief executive of startup IPX, a company which connects brands with creators, producers, broadcasters and streamers, joins the podcast alongside Bandicoot TV’s own co-founder and creative director Daniel Nettleton, who has just launched the indie’s debut AFP on ITV, and ITV commissioning editor…