The Alliance for Family Entertainment said it has started a new sponsorship fund, seeded with an initial $10 million in media commitments to support programming on the broadcast networks.
The alliance is a group of nearly 40 national marketers, supported by the Association of National Advertisers, representing approximately 30 percent of all U.S. television ad dollars. Its mission is to develop and support family friendly content across multiple distribution platforms.
While the new fund will be initially dedicated to broadcast network fare, the group said plans are in the works to target programs on cable and other media platforms in the future.
Marc Goldstein, the former North American CEO at WPP's GroupM, is chief content officer of the alliance and is overseeing implementation of the fund. "It is critically important for marketers to have family entertainment options and there simply are not enough at this time," said Goldstein, who in addition to his work with the alliance runs a consultancy called Media Solutions.
Goldstein said the fund would focus first on broadcast network fare because "that is a first stop for many consumers as a primary source for entertainment." But, he added, "we hope to expand to numerous platforms in the future."
The media sponsorship initiative is the second fund launched by the alliance. Last year, the group started a script development partnership with Humanitas, the Hollywood organization that annually honors excellence in film and television writing.
Goldstein said the two funds are designed to "accelerate the process of providing marketers and consumers with more programming options."
Since its inception more than a decade ago, the alliance has played a role in bringing 20 family prime-time programs to air, including Friday Night Lights, Chuck, Everybody Hates Chris, 8 Simple Rules and Gilmore Girls.