TV happens to be expensive channel for advertisers. The top companies afford it, while the smaller and emerging companies cannot. There is an innovative way to make it affordable for smaller companies.

It is called media-for-equity (MFE). Here the media company or the broad- caster trade its unsold advertising inventory in exchange for equity in the advertising company. The broadcasters can also mentor the smaller companies with their expertise in brand manegement . MFE concept is gaining traction world wide. There could be an offer to sell advertising inventory in return for a percentage of online retail sales. There could be exchange of pure equity or a combination of cash and stock.

Broadcasters can also offer digital inventory or they can restrict it to TV. It is to be seen what role the media company plays in the investee company. They can think of an intermediary to carry out this deal.