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
Selina Chignall joins the realscreen team as a staff writer. Prior to working with rs, she covered lobbying activity at Hill Times Publishing. She also spent a year covering the Hill as a journalist with iPolitics. Her beat focused on youth, education, democratic reform, innovation and infrastructure. She holds a Master of Arts in Journalism from Western University and a Honours Bachelor of Arts from the University of Toronto.