The deal is two-fold. For starters, Hypnotic will provide the fledgling channel with its extensive short-film library, which includes content from the American Film Institute, of which, Hypnotic is the exclusive distributor. Under the terms of the deal, Hypnotic will be prohibited from offering this content to any similar short-form entertainment channels that may be crop up in the future, including the one that Discovery Networks is contemplating.
%%PULLQUOTE_RIGHT%% In addition, by becoming BOB's branded-entertainment agency of record, Hypnotic offers BOB creative firepower in negotiating with advertisers. "When we are selling media to a prospective advertiser and that advertiser is looking for an integrated solution to justify the media buy and wants to develop branded entertainment, we would ask Hypnotic to [lead the creative process]," said Olivier Katz, BOB president and founder.
"BOB is exciting because it's unique," said Daniel Gossels, Hypnotic President and COO. "It's the first place on cable TV where there is a true platform to show this stuff."
Katz said to expect a tiered and gradual launch of the network to 12 million homes over the balance of 2003.
Hypnotic has received much attention for its branded-entertainment endeavors including the Chrysler Million Dollar Film Festival as well as the Terry Tate Office Linebacker commercial/short film campaign for Reebok.