Logo

Mark Burnett Moving Into Out-of-Home Branded Video Projects

Apr 9, 2010  •  Post A Comment

By Andrew Hampp
Advertising Age

Mark Burnett has pioneered the reality show format for broadcast prime time ("Survivor," "The Apprentice"), cable (Discovery’s "Eco-Challenge," History’s "Expedition") and the web (AOL’s "Gold Rush"), integrating major brands along the way. Now the veteran television producer has his sights set on other screens.

Mr. Burnett is teaming with Vimby (Video in My Backyard) for a new venture to develop original content for brands with new-media distribution, including digital out-of-home and place-based media such as malls, retail stores and taxis. Vimby is an independent production company that taps local filmmakers to create local, targeted content in areas such as music, action sports and fashion.

The new partnership has not announced its first project or distributor, but Vimby has a preliminary relationship with McDonald’s and its new in-store TV network that will be a part of the producers’ early discussions. Mr. Burnett described the model as creating national storytelling opportunities for brands using Vimby’s network of filmmakers in 25 top markets and digital distribution for a local focus.

"My vision for growing this business is really serving the needs of brands who have campaigns and want to reach people in a digital way on multiple types of screens that are out of the home," Mr. Burnett told Ad Age. "That doesn’t preclude or prevent some of these projects from going to more traditional distribution outlets, but predominantly our focus will be in the digital realm."

The added appeal for brands, Mr. Burnett added, is that Vimby’s team of 125 filmmakers across the country can produce short-form branded programming at a fraction of the cost of a TV series or a 30-second TV commercial. "I’ve worked with brands long enough to know that there’s always going to be a large bucket of money that just gets spent on certain media, and for a long time that was some of the work we were doing with brands on television. Now there are hundreds of thousands of possibilities for that bucket, and the money available from all the brands is still a finite gross number that’s been divided up."

While big-name TV producers have been aggressive in creating new shows for the web,een working with companies like Procter & Gamble and DreamWorks Animation to help program its in-store Smart Network, but it has been exploring other programming options in recent months.

Perhaps the closet parallel to Mr. Burnett’s new venture, however, isa deal last year between "Deal or No Deal" producers Endemol and mall-based media company Access 360 to program original content for retail stores such as Journeyz, Quiksilver and FYE.
"Programming some of these new screens has been sort of a slow-moving process," said Dean Waters, CEO of Vimby. "By getting someone of Mark Burnett’s stature, a lot of the gates are going to open." #

26 Comments

  1. Thank you for a great post

  2. Excellent job.

  3. Wayne Rooney’s marital relationship was under strong pressure last night after it was subsequently discovered that he had a few sex session having a prostitute whilst his spouse was expectant. I really hope she divorces him like Tiger wood’s wife did, Idiot. aline

  4. Thanks for your visiting this http://www.glamour-watch.com/replica-pen online store.

  5. Thanks for your visiting this http://www.glamour-watch.com/replica-pen online store.

  6. Thank you for a great post

  7. Very informative, thanks for clearing up some issues for me! 🙂

  8. Great blog, appreciate the effort put into this post! Thanks! 😀

  9. Found your site today through Yahoo. Great blog you’ve got, bookmarked.

  10. Great blog, appreciate the effort put into this post! Thanks! 😀

  11. Long time reader, first time poster! Great post. Appreciate the work thats gone into the site so far, keep it up! 🙂

  12. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  13. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  14. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  15. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  16. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  17. Amazing freakin blog here. I almost cried while reading it!

  18. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. 🙂

  19. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  20. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  21. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  22. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  23. Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?

  24. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  25. High quality info here! Keep up the great work. I love the feelings being expressed.

  26. I needed the insight and here’s where I grabbed it.

Your Comment

Email (will not be published)