Turner Broadcasting, which initially talked about this at its upfront presentation, calls Courageous the “first of its kind content consultancy.”
Turner says the unit will produce a variety of “super stories” and longer-form series, which will include integration opportunities.
Courageous will be headed by Otto Bell, vice president/group creative director of CNN, who joined the network in March. An in-house team will include storytellers, editors, producers, videographers and data scientists. Bell will report to Michal Shapira, SVP/head of integrated marketing for CNN Ad Sales.
“Now we can offer marketers the opportunity to harness the value proposition of CNN like never before,” states Dan Riess, EVP of integrated marketing and branded content for Turner.
Turner says the content from Courageous will be “clearly labeled as sponsored to uphold CNN’s editorial integrity.”
Courageous was the name of the boat Turner Broadcasting’s founder Ted Turner helmed to win the America’s Cup race in 1977.
With Courageous, CNN adds to its other platforms for branded content and integration for advertisers globally, which includes CNN and HLN live news and original programming, CNN Digital Studios, CNN Films, HLN set design, as well as digital platforms such as CNNgo.