Simon Shaps named chair of A Brand Apart

Stert-up advertising-funded programming group

LONDON -- Former ITV director of television Simon Shaps has been named chairman of advertising-funded programming group A Brand Apart, it was announced Tuesday.

Shaps, who is currently involved in number of different ventures looking at ways of monetizing digital, mobile and traditional television content, said that AFP was an emerging opportunity for advertisers and brands to get closer to content at a time when broadcasters needed new funding mechanisms.

"What's interesting about advertising-funded content is that it puts advertisers in the drivers' seat in a way that other forms of marketing spend can't produce," Shaps said. "It offers advertisers a closer relationship with broadcasters and means they can have an involvement with the creative process."

He will work with Neil Osbourne, managing director of A Brand Apart, who launched the business in March.

With sister company, Back2Back productions, a high-end factual producer, the company hopes to work with broadcasters and brands in the U.K. and internationally.