Digital

Lago, Chapman team up for Branded Content Television

Carmen Lago, former director of brand partnerships at Bell Media and Capital C president and CEO Tony Chapman have launched the new company, which aims to create original multi-platform content that brings brands into its storylines.
June 10, 2013

Carmen Lago, former director of brand partnerships at Bell Media, has launched Branded Content Television (BCT Inc.) with Capital C president and CEO Tony Chapman.

Lago will head up the branded venture, announced at the Banff World Media Festival, with Chapman on board as a BCT advisor and investor.

BCT will create original multi-platform content that incorporates client brands into the storyline.

“BCT will take an active role in the creative process as storytellers and branded content negotiators, partnering with networks and like-minded production companies to bring these ideas and concepts to life,” the company said in a release Monday morning.

The company will also work with brands to package content and negotiate media deals to increase ROI through non-traditional media buys.

BCT’s first co-development deal is for Totally Disorganized Woman with Out There Productions, starring Melissa DiMarco, with more co-development productions to be announced over the next two weeks.

The company will be headquartered at Frantic Films office in downtown Toronto.

(From Playback Daily)

About The Author
Senior staff writer Frederick Blichert comes to realscreen with a background as a journalist and freelance film critic. He has previously written for VICE, Paste Magazine, Senses of Cinema, Xtra, Canadian Cinematographer and elsewhere. He holds a Master of Arts in film studies from Carleton University and a Master of Journalism from the University of British Columbia.

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