TV Upfront

A&E Networks Heads to Brooklyn With New Digital Studio

New Digital Studio Focuses On Branded Content

By Published on .

A&E Networks is heading to Brooklyn.

The cable programmer, whose networks include A&E, Lifetime and History, as well as a joint stake in Viceland, will open a new digital content studio this fall.

Dubbed 45th & Dean, the full-service agency will be hyper-focused on content creation, distribution, measurement and audience development for A&E's suite of channels and products, as well as branded content partners.

It will apply data from A&E's new data products, A&E Precision to publish daily content strategically produced and distributed for distinct audiences on specific platforms.

The studio, headquartered at 1000 Dean Street in Brooklyn, will be managed by a mix of digital native and traditional media storytellers, and will serve as a creative engine for new ideas and talent.

Paul Greenberg, who serves as general manager of FYI Network, will head up 45th & Dean, while also remaining in his current role. Prior to A&E, Mr. Greenberg served as CEO of Nylon and CEO of CollegeHumor.

Shannon King is also joining the company as senior VP-content partnerships and social media, while Todd Pellegrino will serve as senior VP-video content.

Ms. King previously served as chief operating officer of Levo League, general manager of RealSimple's digital portfolio and also held various roles at Yahoo and AOL.

Mr. Pellegrino previously served as a partner at New Wave Entertainment's New York division. He also co-founded and built the production company P3 Entertainment, where he was executive producer for three seasons of the branded digital project "MLB Fan Cave."

The studio will also house A&E's social media teams and the brick-and-mortar location will also be used for experiential marketing initiatives and customized client events. 45th & Dean will also have offices based in Los Angeles.

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