TV producer and distributor Highway Entertainment has partnered with Toronto’s GlassBox Television on a deal that will see it develop “creative new advertising opportunities” for marketers on the latter’s multi-platform services Bite TV and Aux.
Owned by OMG Entertainment and Sports, a unit of Omnicom Media Group, Highway Entertainment specializes in content creation, distribution, acquisition and media sales. Current TV projects in development include Justice For All with reality TV kingpin Mark Burnett’s production company, and Eat It with U.S. producer The Gurin Company (which was responsible for bringing The Weakest Link to NBC).
The new deal will see Highway Entertainment work with clients of its sister Omnicom agencies, OMD Canada and PHD Canada, to develop advertising opportunities across GlassBox Television’s two youth-oriented services—which cater to “wired” consumers 18-34.
“We have a real passion for content creation, and to marry that with our ability to tap into the deep resources of Omnicom and our extensive client base just seemed natural for us,” said Adam Ivers, executive vice-president of Highway Entertainment and the former vice-president of programming for Global Television. “It’s a deal that we’re wildly excited about, and has plenty of room to grow over the next little while.”
Bite TV currently has carriage on major Canadian cable/satellite systems including Rogers, Bell, Shaw and Vidéotron, as well as an Internet presence at Bite.ca.
GlassBox’s music-themed service, Aux, debuts at Aux.tv on Nov. 24, while an application for a Category 2 digital TV service is currently before the CRTC.
In a release, GlassBox Television co-CEO Jeffrey Elliott said the deal will foster the creation of “some truly cutting edge executions” for Omnicom clients. “We look forward to working with Highway Entertainment to integrate OMD Canada and PHD Canada’s clients with our highly focused, dynamic young brands.”
