Cannella Media and Leap Media Group said the have joined forces to produce half-hour branded programs that are distributed on linear and free ad-supported streaming TV channels.
Cannella and Leap call the product Long Form Brand Engagement. The first project was The Next Turn: Panama, a travel show for Expedia. They also worked with Taste Buds Entertainment to create Bigger Bolder Baking with cookbook author Gemma Stafford.
Leap Media is an independent television producer, distributor and advertising services company recently started by Chris Pizzurro, former senior VP, global sales & marketing at Canoe Ventures. The company focuses on streaming, VOD and linear paid programming platforms.
"Long Form Brand Engagement is a bit Instagram and a bit infomercial, held together by traditional storytelling," Pizzurro said. “This, together with a tune-in media plan, is a successful formula for a brand looking to stand out in today’s fragmented marketplace.”
The Next Turn: Panama worked for Expedia, according to Angelique Miller, head of Expedia Group Media Studio.
“Weekend mornings are primetime for our leisure category,“ she said. “We reached consumers when they were in lean-back mode and receptive to travel storytelling. This was a great way to leverage our investment and bring our partner unique reach in a very efficient manner.”
Kevin Kurtz, CEO of Taste Buds Entertainment, said he was excited to pioneer the new format with its show’s summer desserts TV special.
"By partnering with Cannella Media and Leap Media Group, we will connect with audiences in new and meaningful ways,“ Kurtz said. “We can’t wait to share this new experience with our viewers.”
Cannella and Leap brought existing brand relationships and storytelling expertise to the venture.
“Everyone loves a good story,“ Cannella Media DTC senior VP of business development and distribution Steven Schachter said. “A Long Form Brand Engagement is a skillful way to share your brand’s story and engage with viewers. Savvy marketers use our scalable product because it combines brand awareness with a measurable call-to-action engagement.”
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Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.