BBC Studios names Sky exec as first head of branded entertainment

The Great Home Transformation

BBC Studios (BBCS) is ramping up its branded programming efforts with the hire of a Sky exec to lead the expansion.

Kate Norum becomes the first head of branded entertainment at BBCS Productions and will be responsible for driving ad-funded programming in collaboration with the factual and formats teams.

She reports into director of digital & business development, Helen Pendlebury, and will also develop new digital routes to market, including BBCS’s partnership with media firm Tastemade.

Norum was most recently branded content controller at Sky Media, where she led ad-funded programming, licensing deals and delivering the first ever ad-funded programme to Sky Arts – Adobe’s My Greatest Shot.

She also worked on shows such as rugby union doc Big Boys Don’t Cry and before that had spells in ad-funded programming at UKTV. Before moving into broadcast media, Norum worked in print and digital media with creative solutions roles at Mirror Group Newspapers and across the Food portfolio of magazines at BBC Worldwide (now known as BBCS).

BBCS has been increasing its ad-fuded programming recently, with show such as Channel 4 series The Great Home Transformation for IKEA and Foxy’s Fearless 48 Hours for Land Rover.

Norum said: “BBC Studios’ reputation for creating world class content and forging hugely successful partnerships is second to none and I’m excited to get started and take the ad-funded business to even greater heights.”

Pendlebury added: “Our ability to apply our world class production credentials across a range of genres has resulted in impactful work for many major global brands, and we’re sure Kate’s brilliant experience and industry contacts will be a real asset to our business.”