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)