Broadcast Design/Update: Former Partner Now Busy Building His Own Brands

Jun 20, 2005  •  Post A Comment

When Pittard Sullivan split up in 2001, then partner Ed Sullivan decided he didn’t want to work for brands. He wanted to own brands.

So after a brief gig working to turn around the media assets of Emirates Media in Abu Dhabi in 2001, followed by a broadband consulting stint for Hong Kong Telecom in London, he formed Illuminate.

The firm is an entertainment marketing and event company based in Los Angeles and Las Vegas. With business partner Sia Amiri, Mr. Sullivan opened Las Vegas night club Krave last year. They also plan to produce an event for Memorial Day weekend in 2006 called “Carnivale Vegas.”

“We believe there is a whole new type of entertainment media experience that crosses over from live events to electronic media,” Mr. Sullivan said. The event will include a broadband site and a reality TV show component, he said.

Mr. Sullivan also worked to create a VOD service called Players Network that’s up and running on Comcast under the lifestyle section of its VOD service. In July Player Network content will include behind-the-scenes video from Harrah’s World Series of Poker and poker tips such as how to wear your poker face.

Illuminate is also working on a marketing model for TV Guide Channel’s on-demand service.