PARIS, Jan. 22 /PRNewswire/ -- MIPTV today announces that Coca-Cola has joined the line-up of the Content 360 cross-media competition, co-sponsoring a new Content 360 "Engaging with teens through branded content for Coca-Cola," category, with global advertising agency Ogilvy.  Coca-Cola is an Ogilvy client.

(Logo: http://www.newscom.com/cgi-bin/prnh/20100121/NY41837LOGO)

Coca-Cola is seeking new ideas to engage with teenage audiences that seamlessly integrate the brand into content - whether that takes the shape of a TV show, a web movie series, a mobile application, a game, a social network activity, etc.

Digital creators, along with television and interactive producers, have until February 15 to submit their projects*.  The winning idea, announced during MIPTV 2010, will receive a minimum euro 10,000 contract to develop the idea further with Ogilvy for Coca-Cola.

The Content 360 cross-media competition is calling for entries in a total of six categories, and is organised in partnership with the BBC, European Commission, National Film Board of Canada, Korea Communications Commission, and TF1.

"Ogilvy has been a loyal partner of Content 360 for four years now and has been particularly active in encouraging its clients to participate. Coca-Cola's interest in creating a new competition category in the Content 360 Challenge, highlights the growing importance of branded content and advertiser-funded programming at MIPTV, and its tremendous potential for driving creativity for today's multi-platform youth audiences," says Ted Baracos, MIPTV Director of Digital Media.

*How do I enter? Content 360 competition categories and entry rules are available on http://www.mipworld.com/en/MIPTV/conferences-and-events/content-360/

Note to editors:

ABOUT CONTENT 360

Merging content ideas and digital innovation, Content 360 is a unique international forum and competition at MIPTV which supports and stimulates the development of cross-media content creativity. The competition enables Internet & mobile producers, interactive agencies and digital designers to pitch directly their original ideas to leading broadcasters, agencies, and brands, meet the global TV industry and access financing opportunities. It also is designed to provide an exclusive context for all media companies to advance their cross-media strategies and to develop new ways to captivate and engage audiences across all digital platforms

ABOUT REED MIDEM

Founded in 1963, Reed MIDEM is a leading organiser of professional, international tradeshows. Reed MIDEM events have established themselves as key dates in professional diaries. The company hosts MIPTV, MIPDOC, MIPCOM, and MIPJUNIOR for the television and digital content industries, MIDEM for music professionals, MIPIM, MIPIM Asia, MIPIM HORIZONS and MAPIC for the property and retail real estate sectors.

Reed MIDEM is a division of Reed Exhibitions, the world's leading events organiser Reed organises a wide range of events, including exhibitions, conferences, congresses and meetings. Its portfolio of over 500 events serves 47 industry sectors. In 2007 Reed brought together over six million industry professionals from around the world generating billions of dollars in business. Today Reed events are held in 38 countries throughout the Americas, Europe, the Middle East and Asia Pacific, and organised by 39 fully staffed offices.

For further information about Reed MIDEM visit www.reedmidem.com

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SOURCE MIPTV 2010

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