NEW INNOVATORS - CRCFILMS.NETA NEW media company is developing 'webisode' drama projects based around branded entertainment and storylines sponsored by advertisers.

The move inverts the traditional film-making dynamic in seeking advertisers first before constructing editorial content around the product.

Behind this approach, according to Triona Campbell of CR Entertainment, is a view that television viewing habits have changed significantly.

“There is an increasing tendency to record programmes and when people watch them back, they tend to skip the ads. From an advertiser’s point of view that means they are not getting their message across on television.”

“Also, demographics are changing and key audience groups are now consuming more of their media online.”

Putting these two themes together Campbell decided the future was in drama series designed initially for the web and in which the advertiser played an active role.

An example of CR’s branded content is Sofia’s Diary which has had over 30 million on-line views on Bebo and other websites.

The series follows the life of a 17-year-old schoolgirl and is aimed at the 13 to 18-year-old age group. Campbell says the format offers opportunities for interaction with the viewers through blogs and other social media – interaction that is not available through television.

Between four to five advertisers sign up for each series of 65 webisodes – the equivalent of 13 half-hour soaps – and their product is incorporated into the story. Reference may include product placement or the characters talking about the product.

Current episodes of Sofia's Diaryfeatures content sponsored by Friends Forever.

She says the business model sees advertisers pay for production costs “but it’s when you licence the series to other platforms and countries that you can make some money.”

Sofia’s Diary has been sold to nine territories, including China and Vietnam, and across a range of platforms

“The format we use depends on the territory, it can be online, or TV or made specifically for mobiles as in Brazil.” Sofia’s Diary also became one of the first internet dramas to switch to television when it was sold to Channel 5.

“We feel this is where the future is: companies advertising online with branded entertainment concepts.”

Last year, Enterprise Ireland matched an unspecified investment in CR Entertainment by Portuguese film production company BeActive, and now holds a stake in the firm.

The company employs five people in Dublin and one in London.