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The Holy Grail of Branded TV Content

September 10, 2010

Come Dine with Me really must be one of the best tv formats around. The Celebrity BB version the other night was, in the words of Brian Dowling, “even better than Big Brother.” Everyday people at their most vulnerable, the dinner table is the perfect stage for compelling content.

A brand somewhere has missed a trick with Come Dine With Me. Imagine if his had originally been conceived  as branded content. Not just a bookend sponsor, but a fully integrated brand offering. I can see the likes of Baileys or a  Tia Maria laughing in the face of its competitiors had they been at the conception stage of such a brilliant entertainment offering.

Cheap, international, repackage-able, social, off-spin-able, and brilliantly brandable. Come Dine With Me must be the holy grail of branded tv content and proves that ‘the telly’ is still a potent vehicle if the format is right.

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