STW Group has launched branded content company Hatch Entertainment in Australia, with a commission from public broadcaster SBS as its first project.
The new company will be run by the ECD of STW Group brand agency Moon, Greg Logan, and TV producer Miriam Stein.
Logan told Mumbrella he is to spend “four days a week at Moon, and three days running Hatch”.
Stein is to work full time at Hatch.
The SBS commission, which is for a comedy variety show, will not be supported by brands, Logan confirmed.
Hatch is to produce reality, factual and lifestyle shows, kids’ series, entertainment and music formats, dating and quiz shows, scripted and unscripted formats.
“When we think of a new show, we’re not going to start by thinking about the brand. We start with an insight and an idea, then explore how a brand can increase the entertainment value of that show,” he said.
The launch comes off the back of a trip to MIPTV conference in Cannes, where Logan attended an event where this year was declared “the tipping point for branded content”.
“Everyone’s talking about branded content, but we believe there is definitely room for improvement, a better way to work together that leverages and lengthens the life of the entertainment format. Production companies and brands speak two different languages, Hatch will bridge the gap,” said Logan in a press release.
Stein added: “Hatch provides creative solutions that make content far more marketable to brands and far more engaging for audiences. We’re taking TV into tomorrow, starting from consumer trends and insights in the creation formats that are first and foremost great entertainment. We only integrate brands when it’s a natural fit and the brand can increase the entertainment value and audience by extending the experience through the second screen.
“For someone with a background in film and TV, it’s clear that this is the future and I am excited to be at the forefront of industry development and change.”