Bright and early this morning at newly minted offices, online video vet Paul Kontonis megaphoned his new gig as GM of Magnet Media Originals — the digital studio arm of interactive marketing services and production shingle Magnet Media.
Under Kontonis leadership, Magnet Media Originals is intended to leverage the agency’s existing brand clients which include Google, DreamWorks Animation, Amazon, Xbox, Showtime, Microsoft, ABC on the services side to create compelling, passion-driven and, most importantly, brand-friendly content.
“The slate of programming you’re about to see is just a snippet of what’s to come,” noted Magnet Media founder Meghan Cunningham as she welcomed Kontonis to the stage.
Of the programming previews we’ve seen so far (WSJ, The Weather Company, Microsoft and Yahoo!), Magnet Media’s slate was the best laid plan showing strategy for distribution, brand integration and real authentic voice for their target demographic (18/25–54 M/F).
“There’s a real business behind what we do and a real math equation. This slate represents a creative canvas driven by really heavy methodology,” Kontonis added.
Magnet Media’s slate was a seemingly ideal blend of already-successful programming and new originals. For instance, Designing Minds and Viewfinders, both sponsored by Adobe in their first seasons are being renewed by Magnet Media with distribution on MSN. Rehearsal Space, a music interview series, sponsored by Apple in its first season, is also being renewed with YouTube’s largest independent music network, INDMUSIC as a distribution partner.
Magnet also announced deals with The Associated Press and Alloy Digital DBG for original programs — Wynk and Soccer Academy (to be distributed on YouTube’s soccer channel KickTV.
The deal with AP represents a great example of Magnet Media looping in an existing brand client into its programming play as the Magnet Media Originals will gain access to the AP’s existing library of celebrity entertainment news which will then be riffed on by influential mommy v/bloggers.
Official loglines from Magnet Media Original’s inaugural slate coming shortly.