Foxtel Media used its 2025 Upfronts at Sydney’s White Bay Power Station to launch Narratv, a dedicated branded storytelling division designed to help brands cut through with premium, screen-worthy content.

Positioned as a step beyond traditional advertising, Narratv will deliver everything from prime-time episodic series to short-form branded content, with a focus on emotional connection and measurable business outcomes.

Foxtel says the move builds on a string of successful brand-funded projects. Gen Well, a wellness series with Amcal Pharmacy, boosted brand health by 3.6x, with 92% of viewers reporting improved perceptions and 69% saying they were more likely to shop at Amcal. McDonald’s cricket-inspired Six & Out: Second Innings delivered a 68% uplift in brand consideration, while Luxury Escapes racked up more than 4.8 million streams and 1.1 million hours viewed across its first two seasons.

Heading the new division is Alexandra Hazlehurst, Foxtel Media’s Head of Brand Solutions, who says branded content has matured from “surface-level” campaigns into story-first formats that drive deeper trust.

“Narratv brings together storytelling craft and commercial clarity, backed by Foxtel’s broadcast expertise,” Hazlehurst said. “It’s for brands that want to go beyond spots and dots, bringing their story to life and resonating with consumers in a way that traditional advertising can’t.”

With Narratv, Foxtel Media is positioning itself as a leader in brand-funded storytelling at scale, leveraging its broadcast power to help advertisers engage one of Australia’s most valuable audiences.