Jocelyn Newmarch
24 July 2008
Johannesburg — A NEW content production company, 2.0, will launch next week, led by film producer Peter Gird and entrepreneur Jason Xenopoulos.
It aims to provide content for every medium, including interactive, mobile and online media. This would include traditional TV commercials, TV shows and feature films, as well as new forms of branded entertainment such as viral videos and interactive games.
"It's the application of what we know how to do across the full spectrum of all these media resources available to consumers," Gird, 2.0 said.
"The whole face of advertising is changing and has changed," the company said, adding that he believed personal video recorders -- which record TV programming without the commercial breaks -- would be standard in homes in a few years' time. "At the moment, advertising agencies are struggling to catch up. They've spent so much time selling the old advertising model, they forgot that technologically, things have changed a lot."
Xenopoulos, the chief creative officer, has brought his media agency, Mass Hysteria, to the new venture. Mass Hysteria offers interactive entertainment including a game where players are rewarded with discounts on popular brands.
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