Max Goldenson launches digital prod'n firm

First project is musical Web series 'My Two Fans'

Max Goldenson, daughter of ABC network founder and TV pioneer Leonard Goldenson, has formed MWG Entertainment, a multiplatform digital production company.

MWG's first project is "My Two Fans," a 16-episode Web series and musical about the life of a late-20s single woman, set to premiere on March 9 on YouTube,, Veoh, iTunes and

Barrett Swatek ("Quarterlife") stars in "Fans," created and directed by Lauren Iungerich. Todd Felix and Bill Escudier co-star.

Goldenson, who will serve as president and executive producer at the new company, has tapped Robert Kandle as vp development.

"The formation of MWG allows me to create a company for the digital age just as my father created one for the analog age," Goldenson said. "Our business model targets the underserved adult female audience that is Internet-savvy and hungry for entertaining and accessible programming."

MWG plans to monetize its content through ad sales, sponsorship and brand integration.