"By offering a strong collaboration between producers, a brand and good screenwriters, you can produce entertaining programmes of prime-time quality and offer a valuable alternative to traditional advertising, which viewers are now rejecting," says advertising industry pioneer and MIPTV 2009 keynote Christophe Lambert. Lambert recently founded - with renowned French film producer and director Luc Besson - Blue, France's first 'advertainment' agency, which specialises in the production of multi-platform entertainment content designed for brands. Click here for more on MIPTV's conferences, and here for the press release. ...

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