LONDON — It may be forbidden from running even traditional display ads at home in the UK, but elsewhere in the world, the BBC’s commercial wing is embarking on blending marketing and editorial material, having recently embarked on sponsored content production effort.

“There’s no reason why a brand … shouldn’t have a voice; anyone can tell a story,” BBC Worldwide‘s global strategy and sales operations VP Tom Bowman tells Beet.TV.

“Paramount ran a program with us around spying ahead of the new Jack Ryan theatrical release. It was really good stuff, the response from the audience was really good. BBC expertise can make sure you’re bringing stories to life Really good branded content is actually good storytelling.”

We spoke with him at the FT Digital Media Conference. To view all our coverage of the conference, visit this page.