Behind the Lyrics Team Launches Production Studio for Web, Mobile

LOS ANGELES, January 23: Peter White, Garrett Law and A.J.
Lewis are launching Attention Span Media, a full-service creative and
production studio specializing in mobile and online content that will debut its
first webisodic series, Dorm Life, on
February 4.

The 20-episode Dorm Life
is a mockumentary that follows the lives of ten college students who are thrown
together to reside on the same dorm floor. The series is created, written and
directed by seven current and former college students.

During the first week of the launch, four episodes will be
released on the show’s site, starting with the premiere on February 4, with
each episode being four to five minutes in duration. There will be one episode
per week thereafter and all aired webisodes will remain available to view. A
variety of long-tail content will surround the series, including webcam
vignettes and special photo and video features that create multiple layers of
story content. There will also be interactive features, such as user profiles,
discussion boards and the ability to leave “sticky notes.”

The Attention Span team recently worked together as
executive producers on the Emmy Award-winning special Behind the Lyrics. The half-hour music-driven documentary series
chronicled the stories of rising singer/songwriters and their struggles to
succeed.

In addition to Dorm Life,
the studio is creating content for third parties, including Mogreet, a
soon-to-launch mobile video messaging company, and The Huffington Post.

“Attention Span Media was formed to provide high-quality
original content to the expanding area of new media,” said White, who will
serve as the studio’s CEO.

He added: “We are thrilled to have joined forces with the
multitalented creative team behind Dorm Life for this project. We are confident that our viewers will be
tremendously entertained by the brilliant Dorm Life cast and excited to visit the site to see their
outrageous antics every week.”

—By Ned Berke