Under Prime Minister Rishi Sunak, the antipathy towards public broadcasters has softened, says Wonderhood co-founder David Abraham
Wonderhood’s TV arm, led by former BBC documentaries chief Samantha Anstiss, has been commissioned by all the major UK broadcasters. Sky screened, a story of a bogus criminal defence lawyer.and giving fresh perspective to the most famous car crash in modern history. Its latest Channel 4 commission, working titleSeveral of Wonderhood’s productions fall into the category of branded entertainment. ITV’s, made during the pandemic and hosted by Alan Titchmarsh, was a collaboration with Waitrose.
“If you are telling a really good story in a high-quality way and there is an appropriate level of brand integration, audiences are very comfortable with it,” he says of branded entertainment. “What no one likes is over-selling or misleading selling.” He says it remains “important to recognise there are tramlines” separating editorial content from advertising but argues that Wonderhood’s TV, advertising and social media teams benefit from “hanging out together and hearing about each other’s projects”. This is attractive to digital native staff who do not want their skill sets limited by the silos of old media. “The next generation see the world in a completely new way and are not tied down by those traditional boundaries.
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