Winston Gerschtanowitz (pictured), former chief commercial officer at Talpa Media, has teamed with ProSieben Sat.1 Media exec and 2waytraffic founder Taco Ketelaar and creative serial entrepreneur Bas Verhart to launch DFFRNT Media.
The Netherlands-based company will specialize in the creation and development of formats,virtual and augmented reality content and branded content for an array of platforms, including mobile. The firm will focus on the areas of entertainment, education, business solutions and healthy living.
Founded in September, the digital media outfit has tapped a variety of leading industry execs, including Jelmar Hagen, former Talpa VP of licensing; Fraser Small, formerly director of international marketing at Endemol; producer Chiem van Houweninge of Blue Dolphin Media; and former 2waytraffic CFO Jeroen Tielens as chief operating officer.
DFFRNT’s inaugural projects include the online fitness platform fitchannel.com and forthcoming VR experiences for Talpa’s global music competition The Voice .
Gerschtanowitz has served as a daily television host on RTL Netherlands and previously held the title of chief commercial officer at John de Mol’s Talpa Media. Previously, Gerschtanowitz and Verhart served as co-founders of the Amsterdam-based digital media entertainment firm Media Republic, which looked to engage consumers with innovative forms of entertainment content.
In 2010 Verhart co-founded THNK – The School of Creative Leadership, developing the next generation of creative leaders that will have a societal impact on the world.
Ketelaar, meanwhile, most recently held the title of senior VP of primetime entertainment and reality at ProSiebenSat.1, where he was responsible for all primetime entertainment, comedy and reality programming. Prior to this, he served as CEO and partner at content creator BlazHoffski – overseeing its takeover by Warner Bros. in 2011; chief creative officer and founder of 2waytraffic; and executive director of Endemol International.
“We’ve been in stealth mode for four months but we’re already working with some fantastic partners and getting enormous traction both in the Netherlands and globally,” said Ketelaar in a statement. “We see the Dutch landscape as a very good pilot market for our international expansion plans.”
“We are already working with some of the best brands across multiple TV, digital and consumer platforms. We shall have a lot of exciting news to follow,” added Gerschtanowitz.