Toronto’s Insight Productions has inked a development deal with North American cannabis lifestyle brand Civilized.
Through the partnership the companies will develop cannabis-inspired programming in the areas of science, cooking, business and travel.
Insight’s VP of development Tanya Low will oversee creative for the Toronto prodco, while Civilized founder and publisher Derek Riedle will oversee creative direction for the cannabis lifestyle brand, which has offices in New Brunswick and California.
Low told Realscreen‘s sister publication Playback Daily the companies have been in discussions for around 18 months about the potential of co-developing programming for broadcast and digital platforms, adding that a number of projects are currently in development.
A “serial entrepreneur,” Riedle has been developing cannabis-based media for several years. He says that as the stigma around cannabis fades, there are growing opportunities for content creators looking to tap into audiences eager to see themselves reflected in mainstream media.
“Canada’s legalization of cannabis was something that opened up a lot of people’s eyes to the potential in this market, not just with the sales of cannabis, but all the other media,” said Riedle. “At this moment, [cannabis consumers] are starting to emerge and look for themselves in media, to look for stories and role models, and for information about new products and new experiences.”
Most recently, Insight signed a development deal with The Second City for scripted and unscripted comedic projects. Under the pact, inked in October, Insight and Second City are developing sketch-comedy formats and stand-up specials, using performers from Second City’s Toronto operations to create IP and test material on stage. Earlier in the 2018, Boat Rocker Media acquired a majority stake in Insight, which is led by chairman and CEO John Brunton.