Foxtel Media has revealed Narratv, a new division creating brand-funded content for prime time television, from full-scale episodic series to short-form programming.
The unit was announced at Foxtel’s upfront at Sydney's White Bay Power Station. The company says advances in measurement have strengthened the commercial viability of brand-funded content.
"Five years ago, branded content was seen as surface-level because it lacked the key ingredients that make content engaging: storytelling, narrative, and emotional connection," said Alexandra Hazlehurst, head of brand solutions at Foxtel Media.
"But we've come a long way since then, and our story-first formats have fundamentally changed the way brands connect with audiences and are backed up by the research metrics that matter, beyond reach and frequency."
The launch builds on brand-funded partnerships including Gen Well, a health and wellness series with Amcal Pharmacy. The series delivered a 3.6 times lift in brand health, with 92% of viewers reporting a more positive perception of Amcal Pharmacy and 69% saying they were more likely to shop there.
McDonald's summer campaign Six & Out: Second Innings blended cricket, music and nostalgia by bringing back Brett Lee's band to the cricket audience. The series drove 68% uplift in brand consideration, with 73% of cricket viewers reporting a more favourable perception of McDonald's.
Hazlehurst will head the new division, which aims to help brands move beyond traditional advertising formats.
"Narratv is something we truly believe in," she said.
"It brings storytelling craft and commercial clarity together, backed by Foxtel's broadcast expertise. This is for brands that want to go beyond spots and dots, but rather bring their brand's story to life, building deeper trust and resonance with consumers."
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