The world of online episodic entertainment has been growing for the last few years, from Hollywood writers’ strike-inspired gems like Dr. Horrible’s Sing-ALong Blog to ground-breaking branded content like IKEA‘s Easy to Assemble.
Tuesday, Rogers Media and Citytv.com, with partners Nissan Canada and OMD Media, introduced a new video initiative called “Shorts in the City” hoping to make a mark of their own, boasting Canada’s largest selection of serialized online video content available in the country.
The content is supplied by Vuguru, Michael Eisner’s new media studio (Rogers is an investor) and international distributor Fireworks, consisting of more than 17 shows and 500 episodes of drama, comedy, thriller, horror, sci-fi and animation.
“All the content will be on Citytv.com as well as on the iPhone app and the iPad app, when that launches, so those will effectively be the hub,” said Claude Galipeau, senior vice-president and general manager, digital media for Rogers Media. “We’re also going to release content in other areas, Back on Topps, for example, is a comedy show about baseball and will be on Sportsnet.ca, the Dilbert cartoon will be on Macleans.ca, while Prom Queen will be on Flare.com.”
Select shows, depending on popularity and demographic appeal, could appear on television after their initial run online and through the various apps. But Galipeau was quick to say that “Shorts in the City” is not an incubator for Rogers’ TV programming.
“This is content built for and released first on the web and in some case because it’s serialized, it can be stitched together and played at movie-length as a movie of the week,” he said. “It’s high-quality video, merely produced at a cheaper price point, but the quality is there on the screen.”
As of now, the content is internationally sourced, but Rogers Media is accepting pitches and working with Canadian producers.
Nissan Canada will integrate ads within the programming. “At the heart of the ‘Shorts in the City’ program is a unique entertainment experience that puts viewers in the driver’s seat as to when and where they enjoy this content,” said Mark McDade, Nissan Canada’s director, marketing.
A national ad campaign supporting the launch will include TV spots, digital display, outdoor and cinema in 20 Canadian markets.
