DirecTV, Omelet Partner for Original Brand Programming

8:05 PM PST 1/22/2013 by THR Staff

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The slate will include scripted, non-scripted, short-form interstitial and longer-form series.

DirecTV has partnered with Omelet's new content studio to develop original brand-supported programming for the Audience Network.

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Omelet will create original programs across several formats, including comedy, reality and documentary series. The slate will include scripted, non-scripted, short-form interstitial and longer-form series.

"This partnership allows us to create a truly unique win-win-win for brands, creators and consumers — premium content experiences with no advertising,” said Omelet's Steven Amato, president and chief content officer. “Our shared goal is to create entertaining experiences for consumers which allow them to organically engage with a brand. DirecTV offers brands an opportunity to connect with audiences in a way they have never been able to before.”

“We have a proven track record of producing and delivering quality programs to our customers who are hungry for thought-provoking content. Brands like Activision with Call of Duty, and Guitar Center with Guitar Center Sessions, have already jumped on board to partner with us and bring their brands to life on Audience Network,” said Patty Ishimoto, vp entertainment DirecTV and general manager Audience Network. “Our partnership combines the strength of DirecTV’s brand and programming expertise with Omelet’s unique understanding of what brands want and their ability to create and implement comprehensive campaigns.”

Omelet Studio, which recently hired Michael Wallen and Paul Soter to help oversee content development, is the strategic content arm of Omelet, a marketing firm whose clients include Microsoft, Sony, Walmart and AT&T.

Audience Network is available to DirecTV subscribers, which reach 55 million viewers.

DirecTV and Omelet were repped by Todd Berger and Philip Alberstat of Creative Media.