A&E Networks and Hearst have inked a deal that will see Hearst-produced sponsored content air during programming breaks.
According to Ad Age, advertisers and marketers will be able to create custom content spots with Hearst properties like Cosmopolitan or gain access to hour-long “enthusiast” blocks of content.
"It's such a crowded, noisy landscape," said Peter Olsen, exec VP-national ad sales of A&E Networks, according to Ad Age. "There are so many new shows and premieres and part of this is we have to try things that are different and put things into a different context than you are used to seeing."
Todd Haskell, chief revenue officer for Hearst Magazines Digital Media, said his company’s publications have compelling content and that this deal will allow them to set up deals with new clients that normally trend toward TV advertising.
The new deal expands on the content partnership already in place between the two brands. Previously, branded content created within the partnership was only for placement on social media or Hearst’s various web properties. But with this expansion, the branded content will now find its way onto cable networks.
As of the announcement, A&E has yet to sign up any customers, but it is in talks with many potential advertisers.
A&E announced back in April that it would begin programming early morning blocks on the weekend that would dedicate more time to branded content instead of commercials. As Ad Age pointed out, some of that content is being created by A&E while a lot more of it is content already created by the advertisers.
Hearst, of course, owns 50 percent of A&E Networks, with Disney owning the other 50 percent.