Relativity Media has launched a new division, Relativity Digital Studios, dedicated to producing branded content for digital platforms.
In a statement to Variety, CEO Ryan Kavanaugh voiced a desire to help brands move away from television advertising (a “dying model,” he said) and toward creating original content for the web. To make it happen, Relativity has recruited Roger Mincheff, former MySpace and Fox exec, to head the new digital unit. He will report to Relativity Digital president Randall Cox.
RDS’s first move will be to produce a comedy series called “Interns” in partnership with an as-of-now unknown brand partner. The unit will also create a slew of original programming for Relativity partner Major League Gaming.
Moving forward, Relativity says RDS will work closely with other divisions at the company, including its sports, film, television, and fashion units, to identify content opportunities for its projects and brand clients.
The studio will also look to produce original series that aren’t tied to brand partners, with the intention of selling such shows to digital platforms like Netflix and Hulu.