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For every branded entertainment company that shuts down, there’s another online video startup or digital content JV ready to take its place. The newest is a collaboration between DiVide Pictures (the production firm and comic book company co-founded by Heroes star Milo Ventimiglia), and Fuse Capital-backed talent management firm Generate.
DiVide has set up shop in Generate’s L.A. offices, and the two companies will co-produce branded entertainment properties geared toward young men, per Adweek. This young men’s focus puts them in competition with some of the last digital entertainment studios standing: Break Media and Heavy.com.
Both companies have had some success with creating branded entertainment: DiVide, which Ventimiglia founded with Blades of Glory producer Russ Cundiff, has developed original series and campaigns for Cadillac and GQ, among others. Generate produced TheWB.com’s new series, The Lake, worked on viral videos for Microsoft’s IE8 campaign, and just raised an additional $2 million in funding.