Fullscreen is now Fullscreen Media. The company announced the change at its NYC NewFront – and to anyone who’s paid attention to the company’s growth since its 2011 inception, it should come as no surprise that a rebrand was in order. The company, owned by Otter Media (a joint venture of AT&T and The Chernin Group), started out as a YouTube multi-channel network. But in the years since, the company has layered on numerous new initiatives, including a production arm, a recently-launched SVOD service, and an increasingly expansive roster of talent and original programming. Fullscreen Media will be divided into three divisions:
Fullscreen Creator Network will consist of Fullscreen’s foundational business – its network of content creators.
Fullscreen Entertainment will consist of content from Fullscreen Live, as well as content from Fullcreen Productions, from the Fullscreen-owned studio Rooster Teeth, and from Fullscreen’s SVOD service (which is simply called Fullscreen).
Finally – and this one really is a new addition to the company, as opposed to a mere reorganization – there’s Fullscreen Brandworks, which will consist of a team of content creators and marketing experts that will partners with brands. The unit, which Fullscreen says will help advertisers “tap into the power of the new social ecosystem,” will be helmed by Pete Stein, formerly the CEO of Razorfish. As part of the Brandworks division, Fullscreen (er, Fullscreen Media) highlighted a new partnership with Mattel, which will promote the Hot Wheels Network. The company said that Brandworks will use Nielsen data to guarantee the number of target customers that advertisers will reach.
The company also announced the creation of HerScreen, which combines female –oriented digital channels into demographically targeted packages for brands, and HisScreen which does the same thing for male-oriented channels. The HerScreen and HisScreen packages will be guaranteed against comScore’s vCE measurement and Nielsen’s Digital Ad Ratings.
FullScreen has also announced that it has acquired new content from the digital studios Wildseed Studios and Abominable Pictures. You can learn more about that here.
