Sydney – 11 September 2025: Foxtel Media is introducing Narratv, a new branded storytelling division dedicated to creating compelling, premium, brand-funded content for prime time television.
Announced at Foxtel Media’s Upfront at Sydney’s White Bay Power Station, Narratv, will make brand stories screen-worthy; from full-scale episodic series to short-form branded content that pushes beyond traditional advertising, building emotional connections with audiences. 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 series delivered standout results, driving a 3.6x lift in brand health, with 92% of viewers reporting a more positive perception of Amcal Pharmacy and 69% saying they were more likely to shop there.
McDonald’s summer campaign, Six & Out: Second Innings, blended cricket, music, nostalgia and Macca’s by bringing back Brett Lee’s beloved band to the cricket fandom. The rockumentary series drove 68% uplift in brand consideration, with 73% of cricket viewers reporting a more favourable perception of McDonald’s as a result of the campaign.
The exclusive travel content series Luxury Escapes also returns with a brand-new season tonight, following the strong performance of its first two seasons, which generated more than 4.8 million stream starts and over 1.1 million hours viewed[1].
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. But we’ve come a long way since then, and our story-first formats have fundamentally changed the way brands connect with audiences and are backed up by the research metrics that matter, beyond reach and frequency.
"Narratv is something we truly believe in. It brings storytelling craft and commercial clarity together, backed by Foxtel’s broadcast expertise. This is for brands that want to go beyond spots and dots, but rather bring their brand’s story to life, building deeper trust and resonance with consumers.”
[1] Source: Internal Gene Data (no Co-Viewing), STB and GO/Now, Live + Video On Demand, Hours Viewed/Stream Starts
ENDS
Images to accompany this announcement will populate here later tonight.