Sponsored programming, such as Discovery's Heineken-backed "Generation H" documentary series, can be a win-win for TV networks and marketers, as long as the material is in sync with a network's "values," says Bilai Joa Silar, vice president of content for Discovery Networks Latin America/U.S. Hispanic. The series profiled a young Hispanic chef, a musician and a gallery owner in the U.S. "The client got huge value and we had a ratings lift in our schedule," Silar said at the Hispanic TV Summit in New York.
Exec: Sponsored content must align with network's "values"
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