Peter Levinsohn, President of New Media and Digital Distribution for Fox Filmed Entertainment (FFE), today announced the appointment of Roger Mincheff to the newly-created position of Senior Vice President of Branded Entertainment for digital content. Reporting to Levinsohn, Mincheff will be responsible for monetizing all made-for-digital content for the company’s vast portfolio of production entities.

Levinsohn also announced the formation of Fox Digital Studios (FDS), a new group dedicated to the development, production and distribution of original and derivative programming for initial release on new and emerging media platforms. Former Fox Atomic executive David Worthen Brooks will oversee creative for the new digital studio, guiding the group’s content strategy and all creative aspects of show development and production. Mincheff will work closely with FDS to drive revenue for content developed by the new group.

“All of our production entities are exploring digital platforms as a means to tell new stories to new audiences and we’re thrilled to have someone of Roger’s caliber join the team. In addition to understanding the brand dynamic, Roger has a proven track record across content, distribution, marketing and technology,” said Peter Levinsohn. “With Fox Digital Studios, we are leveraging our storytelling and production expertise to create a centralized unit solely focused on bringing consumers unique entertainment experiences on the Web, and on mobile and gaming platforms. We’re pleased to have David on board to steer this group’s creative efforts.”

“Fox has a successful history of working closely with brands to create films and television shows that resonate with consumers, while also delivering valuable marketing messages, and I’m excited to continue that tradition on the digital side,” said Mincheff. “Having a Branded Entertainment group within FFE puts all of Fox’s production companies in a unique position to succeed in this space, and I can’t wait to get started.”

“As consumers continue to gravitate towards digital media platforms, creative executives must continue to innovate and develop new, dynamic entertainment content built especially for these new mediums,” said Worthen Brooks. “FDS presents an incredible opportunity to reach these digital consumers and I’m excited to be part of this effort.”

Roger joins Fox after serving as CEO of Spacedog Media, a full-service digital marketing agency he founded in 1998. Under his guidance, Spacedog utilized new media to develop engaging brand experiences across Internet, mobile, digital signage, print and event platforms. The company developed entertainment content opportunities for major brands including Qantas Airways, Carls’ Jr., Hardees, Mazda, Harley-Davidson, Universal Music, HBO, Boost Mobile, McDonalds, and others.

David Worthen Brooks was formerly Executive Creative Director of Fox Atomic Digital where he was responsible for all digital content creation. Worthen Brooks, who has done creative work for Tony Kaye, Ridley Scott, Spike Jonze, Paul Hunter, Leslie Dektor and Baz Luhrman, among others, is a renowned creative, having been recognized and awarded by numerous U.S. and international bodies, including D&AD, Sundance Film Festival, London International Film Festival, Clermont-Ferrand Film Festival, One Show, and the Clios. The 2001 short film Member starring an as yet unknown Josh Hartnett (Pearl Harbor, Black Hawk Down, Black Dahlia) marked Worthen Brook’s directorial debut. He also has extensive experience directing music videos and commercials.

About Fox Filmed Entertainment

One of the world’s largest producers and distributors of motion pictures, Fox Filmed Entertainment produces, acquires and distributes motion pictures throughout the world. These motion pictures are produced or acquired by the following units of FFE: Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures and Twentieth Century Fox Animation. 

American Family Insurance has partnered with MTV and Mindshare Entertainment to reach teenagers directly on an issue that can save their lives - the passage they must make from new, inexperienced driver to confident, capable young adult driver. The integrated marketing effort includes a five-episode series, "The Road to the Woodies," in which a teenage driver navigates closed-course obstacles and typical teen distractions to improve her driving skills using American Family Insurance's proprietary Teen Safe Driver program.

The integrated promotion kicks off today, the first day of National Teen Driver Safety Week, with the launch of a co-branded microsite about teen driving: amfam.mtv.com.

"Teens must overcome significant challenges as beginning drivers," said Lisa Bacus, vice president of marketing for American Family Insurance. "The MTV campaign illustrates the challenges real teens face and, with the use of the innovative technology of the Teen Safe Driver Program, shows how direct involvement from parents vastly improves their driving habits."

The reality-based microseries features Lauren, a typical teenager, as she completes four driving challenges on a closed course to prove to her family that she is a safe and responsible driver. If successful, she wins tickets to the 2009 mtvU Woodie Awards in New York City.

The challenges will air in four two-minute segments premiering Oct. 28( )during MTV's "The Ruins." As she navigates the course, Lauren is tested by surprise calls and texts from her family and friends while driving, and she also receives highway driving tips from experts like 2006 Indy Pro champion, Jay Howard. All the while, Lauren's parents will view her driving "report card"' through Teen Safe Driver's unique in-vehicle video and audio unit that captures risky driving behaviors and provides expert analysis and coaching tips. The short-form series will culminate with the fifth segment airing during the Woodies on Friday, December 4, on MTV, at 10PM ET/PT.

MTV, along with Mindshare Entertainment, also produced a co-branded sweepstakes for another viewer to attend the 2009 mtvU Woodie Awards. Beginning today, participants can enter the sweepstakes at amfam.mtv.com. While on the site, visitors can virtually "sign" a safe-driving pledge, test their safe-driving knowledge, learn more safe-driving tips from American Family, and watch each of the "The Road to the Woodies" episodes.

Teen Safe Driver is a pioneering program offered exclusively through American Family Insurance that combines technology, expert advice and parental involvement to help young drivers overcome learning-to-drive challenges. American Family, in association with DriveCam Inc., provides the year-long Teen Safe Driver at no cost to American Family auto insurance customers who have a beginning teen driver in their household. The program is now available in all 19 of American family's operating states and is highly touted by current users.

More than 6,000 families have participated in the program, with teens averaging a 70 percent decrease in high-risk driving events. Research has shown direct involvement from parents vastly improves teens' driving habits.

"The campaign we built with American Family delivers a truly effective message about safe driving for our young adult audience," said John Shea, EVP, Integrated Marketing & Branded Content, MTV Music/Logo Group. "We've combined our content to create a branded entertainment series that meshes perfectly with the MTV programming it'll be seen alongside, providing a positive experience for our viewers and American Family."

Based in Madison, Wis., American Family Insurance offers auto, homeowners, life, health, commercial and farm/ranch insurance in 19 states. American Family ranks 388th on the Fortune 500 list and is the nation's third-largest mutual property/casualty insurance company. 

Rooftop Comedy (www.RooftopComedy.com), the leading interactive media producer of original comedy content and comedic branded entertainment, and the largest producer of comedy albums, today launches 3 new comedy albums, "Zero Balance" by Isaac Witty, "Almost Awesome" by Kris Tinkle and "Comedy for People" by Beards of Comedy.

Having produced and distributed 34 full-length comedy albums, Rooftop Comedy Productions is easily the industry's largest comedy record label. Rooftop Comedy records live stand-up performances 365 nights a year from their network of over 20 comedy clubs in North America, Europe and Australia, distributing selections of the content to their dozens of media partners that include Apple iTunes, Yahoo! News, Nokia, Hulu, TiVo and many more. Rooftop Comedy produces comedy albums using its proprietary audio recording technology, distributing both physical and digital audio recordings on iTunes, RooftopComedy.com, Amazon.com and Napster. Today, Rooftop Comedy Productions releases the following comedy albums:

Isaac Witty - "Zero Balance" - Recorded at Go Bananas Comedy Club in Cincinnati, OH
Fast paced, quirky, and all over the place, Isaac Witty delivers a truly unique self-observational style that audiences love. He's been seen on The Late Show with David Letterman, Comedy Central and he is also one of few comics that can say they were on Garison Keilor's "A Prairie Home Companion". This latest offering of his, ZERO BALANCE was recorded at Go Bananas Comedy Club in Cincinnati, OH live and uncut.

Kris Tinkle - "Almost Awesome" - Recorded at the Improv in San Jose, CA
Exploding out of San Francisco's famed comedy scene, underground notable Kris Tinkle solidifies himself as a must-see comic with a raucous set on his debut album, "Almost Awesome." Performed in front of 500 fans at the sold out Improv in San Jose, CA, Tinkle brings controlled energy and comedy swagger that's ready to hit the masses. His ability to stumble near adversity, as much as he overcomes it, breaks through on tracks like "Mr. Tinkle" and "Bittersweet Free Handjob." His relentless honesty made him a favorite on multiple USO Tours in Iraq, Kuwait and Japan, as well as inspiring his original live series "Steel Cage Comedy" and fight-funny podcast "Rabbit Punch Radio."

Beards of Comedy - "Comedy for People" - Recorded at the Laughing Skull Lounge in Atlanta, GA
Have you ever tried fitting four witty lumberjacks in a Jeep? How about four bearded comedians on one album!? 'Comedy for People' does just that. Four of the funniest, freshest (and yes, bearded) faces in stand-up comedy (Dave Stone, TJ Young, Joe Zimmerman & Andy Sandford), these are not your typical 'southern' comedians. The Beards of Comedy Tour is quickly becoming one of the hottest comedy shows in the U.S., delivering an original brand of humor that's deeply rooted in stand-up. Individually, the Beards of Comedy have worked with Aziz Ansari, Todd Barry, Doug Benson, Jim Breuer, Greg Giraldo, Andy Kindler, Patton Oswalt, Brian Posehn, Greg Proops, and many more.

About Rooftop Media, Inc.

Rooftop Media, Inc., the parent company of Rooftop Comedy, Rooftop Comedy Productions, The Aspen Rooftop Comedy Festival and the Rooftop Comedy National College Comedy Competition, is the largest producer of interactive comedy programming and original comedy productions.

Rooftop Media records live comedy performances 365 nights a year from its network of comedy clubs throughout North America, Europe and Australia, distributing original comedy programming to mobile, web, broadcast, and print outlets that include Current TV, Apple iTunes, Yahoo!, Nokia, Hulu, FastCompany Magazine, YouTube, and TiVO. Working with more than 3,500 professional comedians, Rooftop Media maintains a growing video library of tens of thousands of hours of original comedy content. Rooftop Media produces a range of local and national events highlighting its talent discoveries. 

US-based firm Break Media says that it has increased its production of branded entertainment projects with more than 25 campaigns this year.

“Brands and agencies are seeing a measurable difference in engagement and viral distribution in the campaigns that we’ve executed,” comments Keith Richman, CEO and founder of Break Media. “And we’ve learned a thing or two along the way about how we make content that really speaks to our audience, and do it on a budget that can provide real returns for brands.”

During the year, the company produced a four-part documentary together with Levi’s. The production followed stories about off-beat events. Break Media also worked with Castrol to create a video series on Urban Car Legends.

The company even partnered with Kentucky Fried Chicken (KFC) to create a three-part web series that featured Colonel Sanders.

“We came to Break because they know how to produce quality content that speaks specifically to guys,” comments Deva Bronson, the digital media manager of KFC. “We worked together with the Break Media Creative Lab to come up with custom ideas and solutions for the KFC brand, and we were very happy with the high level of engagement the brand experienced with this creative content approach.”  

Source: brand-e-biz