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Peter Chernin’s Fullscreen Revamps, Launches New Division for Product-Placement Videos

Sponsored content, which matches a digital star with a brand, will get a big push by the digital-video company

Fullscreen, the online video network backed by mogul Peter Chernin and telecom giant AT&T, is restructuring itself into different units, with one dedicated to creating branded videos.

The other divisions produce original programming and manage the YouTube creator network that was the company’s original business.

CEO George Strompolos announced the changes Monday at Fullscreen’s Newfront, a presentation to brands and advertisers in New York.

Renaming itself Fullscreen Media, the company outlined three divisions:

  • Fullscreen Creator Network provides creators on YouTube and other sites with services to expand viewership and increase revenue from their content, through tools like merchandising and access to Fullscreen Direct, a platform that enables creators to sell things directly to fans.
  • Fullscreen Entertainment operates the company’s original programming like Fullscreen Live, content from digital-video brands like Rooster Teeth and Fullscreen Productions, and its subscription video on demand services “Rooster Teeth” and “Fullscreen.”
  • Fullscreen Brandworks is a team that works with brands to make sponsored content with creators on its network.

“We placed a big bet early on that creators would become media channels in their own right,”Strompolos said. “Today, we stand as a next-generation media company transforming the way people watch and engage with content, serving creators, consumers and brands that share this vision.”

The company said it has a partnership with ratings giant Nielsen to ensure its campaigns can guarantee the demographics they hit, and it said that Fullscreen Brandworks will commit to meeting or exceeding viewability standards from partner-approved third parties.

Fullscreen is controlled by Otter Media, a joint venture between media company Chernin Group and AT&T. The venture bought majority stake in Fullscreen in 2014, in a deal that valued the company between $200 million and $300 million.