Cannes – Michael Yudin is convinced the concept of branded entertainment- programming funded by advertisers- will become commonplace internationally, including the Asia Pacific, over the next few years. Yudin, who serves both as Managing Director of New York-based Carat Entertainment and President of MY Entertainment, Carat’s branded entertainment’s production arm, speaks as one of the pioneers of that partnership which links producers, advertisers and broadcasters in the US. “Branded entertainment is a necessity – it is the future of the business,” Yudin told Television Asia. MY Entertainment produces four series funded by advertisers: Be Real, a 10 x 30′ reality show for the Logo channel which looks at unsung heroes in the gay and lesbian community; Proes vs Joes, which pits star athletes vs ordinary people; for Spike TV; Kings of Vegas, a poker competition, also for Spike TV; and Tease, a hairstylist contest for Oxygen. Beyond International has bought Tease for Australia and at MIPCOM Yudin was meeting with execs from China’s CCTV and Greater China Media & Entertainment Corp. to explore branded entertainment projects for that market.