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Cream Skim: Channel 4 makes Nivea-backed branded format for YouTube, not TV

Channel 4 has partnered with Nivea’s Black & White deodorant on a branded entertainment format built for its YouTube channel rather than linear TV.

Why it matters. Broadcasters like Channel 4 now compete for brand budgets by building sponsor-funded content natively for YouTube rather than treating it as a spillover for TV formats.

Signal from c21media.net · Miquita Oliver · read the original.

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