Thursday, May 17th, 2012
Break Media, a new digital media company that specializes in drawing male browsers to viral video hubs, has announced that it is developing a new internal production team called Creative Lab?a division dedicated to developing original content.
According to company execs, Creative Lab will gather established writers, directors, and producers from the online video industry to create branded entertainment series and humor videos for Break.com.
Leading the new division?s editorial efforts will be Jonathan Small. On the other hand, Tara Leone?the former director of content and licensing for Break.com?has been selected as the division?s VP for production and distribution. With the help of Creative Lab, Break.com will make a stronger effort in distributing original material. Break is confident of their chances for success, even though online video distribution is a saturated market.
?I think we have as much chance as anyone to crack the code [referring to online video],? comments Break CEO Keith Richman in an interview with Mediaweek. ?We have the content distribution and production capabilities and the data of what has worked historically. Even more important…is that we have the world?s largest male 18-34 focus group through which we can test concepts.?
