By Seb Joseph

The BBC and ITV are adapting the way they commission shows to the way they market them, moves marketers should heed if they are going to bridge the gap between brand comms and publishing.

Broadcasters and brands are both adapting to a broken advertising model by attempting to monetise content; the biggest difference between the two attempts so far, is that the broadcasters are one step closer to the work, able to call on in-house commissioning expertise that’s bringing the BBC and ITV far closer to their audiences than their traditional set-ups ever did.

At the BBC this transition is pushing its Read full story ›

Source: The Drum