NEW YORK (AdAge.com) -- Veteran branded-entertainment exec Michael Yudin is teaming up with TV producer Cary Glotzer to form MY-Tupelo Entertainment, a combination of the executives' existing MY Entertainment Co. and Tupelo-Honey Productions.
Mr. Yudin, who doubles as managing director of Aegis Group's Carat Entertainment, has had his hand in branded programming for the likes of Reebok, Stoli and Jenny Craig. Mr. Glotzer's Tupelo-Honey is also well-versed in the language of branded content as a production partner for CBS Radio, the AT&T Blue Room and Conde Nast's style-based online programming.
Mr. Yudin described the merger of his and Mr. Glotzer's diverse backgrounds as "truly a one-stop shop" for brands. "You come to us and we can do TV production, broadband distribution, post-production, and we can also now just do broadband and web."
Increasingly popular model
Clients have been growing increasingly fond of multiplatform distribution models, including Reebok, which tapped MY Entertainment for "Framed," a branded miniseries that aired on IFC as well as IFCTV.com, Reebok.com and select cinemas last year.
"I continue to believe nothing works like television, nothing has the reach of television, and I think you get your message across better in television, but there's no question you have to be broader than that," said Mr. Yudin. "We will continue to use all the platforms that make sense."
MY-Tupelo has a wide-ranging programming slate in production and development right now, from "Ghost Adventures," a new 26-episode series for Travel Channel, to "Pros vs. Joes," now entering its fourth season on Spike TV, to "Family in Tow," a new series for CMT about -- wait for it -- families in the tow-truck industry.