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Discovery, Universal back Packer prodco

US factual giant Discovery Communications and studio Universal Pictures are backing a new prodco being launched by experienced Hollywood producer Will Packer.

Will Packer

Will Packer Media is described as a production and branded-content firm, with Packer, who was an executive producer on last year’s A+E Networks reboot of Roots, as CEO.

The company will produce episodic scripted and unscripted series for TV and digital platforms, as well as content for brand clients. It will also build a consumer-facing digital platform offering shortform content to millennial audiences.

In return for its investment, Discovery Communications will get a first-look television deal between the fledgling company and its channel OWN: Oprah Winfrey Network, which is looking to build its scripted slate.

Will Packer Media has already acquired creative and technology agency WP Narrative, which was co-founded by Tricia Clarke-Stone and Russell Simmons.

The firm develops marketing campaigns for brands and start-ups including UnderArmour, JCPenney, Samsung and Santo Mezquila, and creates technology products to help brands build deeper connections with consumers.

Clarke-Stone has been named Will Packer Media’s head of brand studio as a result and will lead all brand initiatives.

Alix Baudin, most recently senior VP and general manager of digital operations at Scripps Networks Interactive, has joined as co-founder, president and chief operating officer, overseeing day-to-day operations, growth strategy and digital initiatives.

Packer’s existing Will Packer Productions outfit will maintain its first-look film production deal with Universal Pictures and continues to operate as a separate entity.

Packer, whose feature-film credits include the Think Like a Man and Ride Along franchises, said: “We have put together a dream team of the best talent and partners to help us create bold and fresh content for audiences hungry for something special. We are creating a new model for content production that sees TV and digital as equals, and combines the best of storytelling and brands for an underserved audience.”

Discovery Communications president and CEO David Zaslav added: “As the media industry continues its rapid transformation and as younger, more diverse viewers seek to be nourished by content across all screens, it’s more important than ever to have a direct line to the most creative minds in the business.

“Discovery is proud to lead the investment in Will Packer Media and we are excited for the opportunities, both creative and commercial, that this new model of company and its strong leadership team can bring to life for audiences and advertisers.”

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