The UK broadcast and content market has changed dramatically over the last few years.

Technological advances in the area of content distribution have changed consumer and viewer behavior. Though the TV screen remains the biggest portal through which consumer access content it no longer is the sole player. Multi screen experiences: accessing content via mobile, tablet and PC and the adoption of social media and digital platforms have changed viewing patterns.

The advent of VOD, SVOD, NVOD and OTT services has also contributed to creating a more fragmented and challenging broadcast environment. As a result OFCOM, the UK broadcast regulator, has had to relax its rules with regards to advertiser funded programming (AFP), sponsorship and product placement. Sponsorship and AFP are widely accepted; the uptake on product placement has been relatively slow and limited. Despite the changes on the regulatory front the area of brand involvement remains a highly complex matter.

Viewers are willing to accept more brand involvement in programming as long as it doesn’t jar with the editorial content, allows them to interact instantly and delivers free additional services and a more rewarding and enjoyable experience.

Series 2 was live-streamed on YouTube and replayed on The Fox Problem YouTube channel. The series featured everything from Commander Hadfield talking about the significance of life to Kris Hallenga’s inspiring story of battling breast cancer and founding her own charity Coppafeel.

But the series was just the start.

We used the platform to discover other Next Gen talent who could benefit from HP’s help and in doing so fuel content for series. In the end we armed ten Next Gens with the latest technology and turned their ideas into reality. We even ran free masterclasses using the studio space.

The Next Generation lapped it up

After the Fox Problem, 60% of 16-34 year olds saw HP products as relevant to them

While 55% said they were more likely to consider HP products

Dwell time was over 13 minutes on YouTube, a 60% increase against the target

The new talent stories saw over 6 million views, with an overall reach of over 100 million impressions in the UK alone

An ROI of 6:1 helped HP grow their market share by 6% and regained their number one position in the market

Not so irrelevant now...