A gentle breeze is blowing in TV land

If you haven't seen it already, Paul McIntyre wrote this piece in yesterday's Sydney Morning Herald outlining four reasons why the networks are "learning to love branded programs". I don't know if you could call it the winds of change, but there's certainly a gentle breeze in the air. The network players are (albeit through gritted teeth) slowly coming around to the idea that brand entertainment will play a bigger role in their business. Seven has recently set up its own brand entertainment department and Nine is making a few more noises in this arena. I just know that if I were a network, I'd want to be first in the line.