Matt Farber, who founded MTV’s Logo channel and was a top program executive at MTV2 and Fuse, has entered a new arena: connected platforms.
DoubleBounce, his 6-month-old digital content company, secures cable TV pilots from successful production companies and then transforms long-form projects into short-form mini Webisodes -- tailored to advertisers.
Two big digital media companies just signed on as clients: Yahoo and AOL.
Both can search DoubleBounce’s database of 130 projects, such as food, health, home, parenting, and lifestyle. If an idea clicks, they can commission the project to be produced as original videos or branded entertainment efforts.
While Yahoo is doing originals without sponsors, DoubleBounce's idea is to customize branded/sponsored series.
Each concept has been developed with talent attached and “pilots/sizzle reels that partners/advertisers can view,” says Farber, DoubleBounce president. The “utilitainment” can be adapted for a specific marketer.
“We only produce shows that are sold to media partners or directly to advertisers. If it's sold to a media partner, they distribute," he says. "If it's sold to an advertiser, they distribute as part of a media plan."
For example, DoubleBounce is currently working on “Hollywood Simple With Jake Tyson," the home-improvement expert with his own line of tools at Home Depot and Lowe’s; "Point, Click Design," which stars Jennifer Farrell, host of A&E’s “Find And Design," to help viewers makeover a room by shopping exclusively online; and "Reinvention With Susie Coelho," in which the HGTV host and FBN regular shows a would-be entrepreneur how to launch a new enterprise.
DoubleBounce’s 25 production partners include Film Garden Entertainment (“Platinum Weddings” for WEtv), Banyan (“Trading Spaces” for TLC) and Super Delicious (“Cupcake Wars” for Food Network).
DB also has advertising relationships via various shops, including OMD, Mediavest/Liquid Thread and Mediacom.
While all DB’s Web inventory is original, many employ talent already on TV; some are spinoff concepts of successful shows in Canada and the UK.
Bischoff Hervey Entertainment, responsible for “Beverly Hills Fabulous” and “Confessions Of A Teen Idol” on VH1, is a DB production partner. CEO Jason Hervey sees the alliance as an opportunity to grow “aspects of our business in alternative methods of online entertainment and distribution.”
DoubleBounce previously signed deals with Break and Evolve Media.