I think it’s exciting to watch how this type of advertising will create new channels for up-and-coming creative talent, particularly in broadcast/film.

On a recent trip to NZ I caught up with Bevin Linkhorn of The Gibson Group and brains behind ‘My Story’ a 2-minute x 40 episode drama series which aired on terrestrial television in NZ  & was delivered to fans via mobile SMS.

Bevin highlighted some interesting benefits to this type of work:

• It was relatively cost effective vs. traditional production costs
• Short episodes could be shot and turned around faster (allowing future opps for audience interactivity in the story)
• Fans could virally share episodes by forwarding the clips

While MyStory did get some sponsorship on board it wasn’t essential as the project was funded by TVNZ.  [Update: Bevin got in touch to put me straight -  show was funded by NZ On Air's innovation fund ]. As projects like this become more commonplace though and funding gets competitive brand sponsorships could drive content creation and start turning production companies into distributors. We’re already seeing the music world changing distribution.

I also saw that at the recent 3GSM World Congress Robert Redford discussed the role mobile will particularly play in allowing independent filmmakers to reach new audiences. (The GSMA recently collaborated with the Sundance Film Festival: Global Short Film Project last year.)

If I was a film student right now I’d be all over this to get my work funded and out there – and if was a brand I’d be looking at the potentially attractive ROI of this type of activity.