Viceland touts branded content

According to a report today the new channel Viceland, which is coming to SBS 2, is very keen on branded content in place of typical TV commercials, produced by Vice’s in-house creative agency.

“Advertising on Viceland will be completely different to what people are used to seeing,” Vice strategic planner Alice Kimberley tells AdNews.

“TV can be a really efficient way to build brands and brand awareness, but it’s increasingly not the way to target millennials,” she says.

“Until there are specialist channels, TV shouldn’t be the be all and end all of advertising spend. It should be an afterthought.”

However an SBS spokesperson tells TV Tonight, “SBS’s partnership with Vice is to bring Viceland content together with our great SBS 2 offering and as it will be on the SBS 2 channel spectrum it will be governed by the same rules that apply to our other free to air channels. ”

Those rules outlined in the SBS Code of Practice are:

Advertisements and sponsorship announcements must be readily distinguishable from programming.

SBS has adopted the following definition of advertisement:

Matter, for which SBS receives consideration in cash or in kind, which draws the attention of the public, or a segment thereof, to a product, service, person, organisation or line of conduct in a manner calculated to promote or recommend, directly or indirectly, that product, service, person, organisation or line of conduct.

SBS has adopted the following definition of sponsorship announcement: Matter, for which SBS receives consideration in cash or in kind, which advises audiences of a sponsorship relationship with SBS and actively promotes the product, service, person, organisation or line of conduct of the sponsor in a favourable way.

TV Tonight hears that despite the content agreement announced last week there are whispers the name of the channel is yet to be determined.