Canter's as-yet-unnamed venture will specialise in advising clients on content and advertiser-funded programming. Canter said: "I genuinely believe branded content is at the beginning of a wave and moving higher up the marketing agenda. With the advent and development of new technology, such as personal video recorders, it is becoming increasingly clear that advertisers will need to look at alternative ways of engaging with their customers."
He claims to have been one of the pioneers of the branded content format in the UK, having worked with Channel 4 and Microsoft on the series Living in the World.
Canter joined MPG in 1996, having spent eight years in TV buying at Young & Rubicam. He became its broadcast director in 1998 and was promoted to managing partner two years later.
Last year, Canter relinquished responsibility for TV negotiations to his deputy broadcast director, Ivan Ali-Khan, and took on the new role of client services director.