The Next Wave of Branded Entertainment

Burns, Caitlin; Filipek, Steele
December 2009
Multichannel News;12/14/2009, Vol. 30 Issue 46, p27
In this article, the author discusses the media application of branded entertainment to form fanbases in the U.S. Both authors note that fans are the determinants of the entertainment industry's future success. Both stress that transmedia narrative programming can entertain the branded program's message.


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