Between the Lines: Abbey Road shows TV nous

Stream's new venture, a show produced for its client Abbey Road Studios (page 3), is the right way to do branded content.

Like any other TV show, programmes produced on behalf of clients will stand or fall on whether they are interesting to viewers: the fact Channel 4 has bought into this indicates it has viewer appeal.

In an age of increasing concern over personal video recorders, brands are going to have to think cleverly to get in front of the viewing public.

Of course, that's a lot easier to do if you're Abbey Road Studios than if you're a common or garden car brand, for example.