IFC takes Red Bull by the horns


IFC is launching an online studio that will yield an original scripted series for the Web.

The cable network is teaming with Red Bull Energy Drink, which will be integrated into the winning submission.

The two companies will use IFC's Media Lab, an online indie film hub, to elicit pilot submissions from its community of filmmakers. The winning pilot will be greenlighted for production as well as a companion series of interstitials that follow the making of the program.

"We're extremely excited to partner with Red Bull once again to not only present their brand in an engaging and nontraditional way but also to provide a platform to a deserving independent filmmaker," said Alan Klein, senior vp integrated partnerships at IFC. "With a new Web series and the launch of Media Lab Studios, we are creating content that will strategically integrate Red Bull while remaining true to the independent spirit and culture that IFC represents and the audience it attracts."

Media Lab will host Media Lab Studios, which will provide development and financing for online and on-air content. Filmmakers will submit four-minute videos or trailers based on the concept of "after-hours," and one submission will be selected to yield a series of six to eight episodes.

IFC and Red Bull have teamed twice before to create documentaries about filmmakers.