Foxtel Media is introducing Narratv, a new branded storytelling division dedicated to creating compelling, premium, brand-funded content for prime time television. While brand-funded content is not a new concept, advances in measurement have strengthened its commercial viability and its ability to drive meaningful business outcomes. The division launch builds on a series of successful brand-funded content partnerships for Foxtel Media, including Gen Well, a health and wellness series with Amcal Pharmacy. The new division will be headed by Alexandra Hazlehurst, Head of Brand Solutions at Foxtel Media. “Five years ago, branded content was seen as surface-level because it lacked the key ingredients that make content engaging: storytelling, narrative, and emotional connection,” she said.