Online show on paternal values aims to monetize and reach a wider audience
NEW YORK, 10/29/2007 -- For Your Imagination, a New York-based production company that produces and markets original Internet programming, will be teaching Web-savvy dads a thing or two about fatherhood with "DadLabs." The weekly, informational Web series created for dads by dads focuses on providing the tools they need to take active roles in their children's lives. Through a six-month partnership, For Your Imagination has contracted with DadLabs, Inc. to develop, market and monetize its show, as well as build awareness with traditional broadcast media.
"When I see most of the parenting media available to fathers - even content that is aimed at active fatherhood - it seems to have been written by women," said Paul Kontonis, CEO of For Your Imagination. "'DadLabs' is a very refreshing show for me. When I watch it, I can see, 'A guy would do that.' And the audiences agree. They have already attracted a loyal audience of fathers that marketers want to tap into, which gives us leverage and immediate opportunities to generate revenue."
For Your Imagination will be rebranding the show and launching its new Web site, complete with social media tools and user forums. To expand "DadLabs" viewership and monetize the show, For Your Imagination has partnered with Viddler, an online video network with its own advertising network, which will be used as the primary video player for all episodes on the DadLabs site with a 50/50 advertising revenue share.
"Our efforts to bring on advertisers are dependant on the quality and success of the shows we host," said Rob Sandie, President of Viddler, Inc. "Media targeting men continues to appeal to advertisers, who want to reach men for many domestic products traditionally aimed at women. 'Dad Labs' is a perfect outlet for this, and with For Your Imagination's proven record, were eager to sponsor the show."
"While the growth of our show has been steady in the past three years, we were looking to be more strategic in our marketing approach," said Clay Nichols, Chief Creative Officer of DadLabs, Inc. "We have seen the terrific work For Your Imagination has done with 'Break a Leg' and 'The Patrice Oneal Show - Coming Soon!' and feel excited about their team expanding our reach."
DadLabs, Inc was formed in 2004 by Troy Lanier, Clay Nichols and Brad Powell. Their mission was to keep 21st century fathers informed on parenting issues through online video programming, which is often easily accessible to working men. DadLabs also sells merchandise, including a DVDs of various paternal How-To's.
Since its inception, "DadLabs" has released over 90 episodes. New episodes can now be seen on www.dadlabs.com as well as popular online video sites such as Viddler, YouTube, Blip.tv, Metacafe and iTunes. Four new episodes, one per day, will continue Monday through Thursday of every week until December 15th, when the show will take a short hiatus from its regular programming.
About For Your Imagination
For Your Imagination produces and markets high-quality original online video programming, turning concept into reality for content creators and talent. The company works with creative individuals to develop web shows, offering them the opportunity to reach an audience quickly while retaining creative control. Based on original content or existing brands, For Your Imagination's talented team writes, produces and markets entertaining and insightful video for online distribution. Based on a revenue-share model, each brand is launched with its own website and each webisode is available as a video podcast download via iTunes. NYC-based For Your Imagination is built upon the experience of industry veterans whose combined expertise includes web development, major television and movie production, national marketing campaigns and technology. Shows available now include bschooltalk, Break a Leg, The Patrice Oneal Show -- Coming Soon! and The Shirtless Apprentice -- see for yourself, visit http://www.foryourimagination.com/.
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