Mitchell Communication Group and Southern Star Entertainment announced a joint venture to co-produce brand funded content projects for the Australian broadcast market.

Projects will be headed up by general manager of brand funded entertainment for Southern Star, Jason Franklin and executive producer content creation and delivery for Mitchell, Chris Paterson.

Both companies have already tried their hand in the brand funded content arena, with Southern Star responsible for the Tourism Australia production, No Leave No Life for Channel Seven and Mitchell with the Victoria Transport Accident Commission backed production, Sudden Impact for Channel Nine.

Mitchell executive chairman Harold Mitchell said, “Brand funded content has come of age in Australia as a marketing tool, which is evident when you look at the increasing use of product placement in high-quality, primetime programs.”

“The return on investment for marketers has been nothing short of impressive and in teaming up with Southern Star, we’ll keep delivering exceptional results time and time again.”