Programs4Media (P4M), Barter

During the development phase of a market or during periods of economic difficulties, broadcasters do not always have the cash or cash flow to fund all of their programming needs either in terms of production or acquisition.

It can be at such times that third party support can prove invaluable. Traditionally, it has been advertisers who have most often shown willingness to help bridge these funding gaps by helping to make or acquire shows in return for a participation in the show either through sponsorship or advertising – a process known as programme barter.

Programs4Media’s business was founded as much in this arena as in straight cash sales and is still today fully cognisant of the mechanics of such deals as well as the pitfalls to be avoided when constructing them.