Cleveland O’Neal

Founder, President & CEO

Connection III Entertainment Corp.

Having made its inaugural outing at MIPTV, the U.S. producer/distributor Connection III Entertainment Corp. is looking to replicate its domestic success in the international marketplace. Prior to heading out to Cannes, Connection III had already licensed its programming to Fox International Channels in Turkey, prompting it to seek out further global deals. "We thought this demonstrated the ability for our media content to travel beyond borders," says Cleveland O’Neal, the founder, president and CEO of Connection III. "We wanted to introduce our entire programming lineup—our unique TV and film properties—to other TV programming executives around the world, using a combined strategy of public relations and marketing and our exhibitor MIP stand, and we were able to take advantage of unique sponsorships like the MIPDOC Buyers SmartCard that we sponsored," which was in the hands of some 400 acquisitions execs from all over the world. 

O’Neal’s tactics yielded strong results for the first-time exhibitor, with Made in Hollywood scoring a pickup from Fox International Channels in Greece and Cyprus and a renewal for its third season with Fox International Channels in Turkey. The series, an hour-long program that looks at how movies are made, will air on the FOXlife branded channels in each territory. 

Currently in its fourth season in the U.S., Made in Hollywood features exclusive celebrity interviews and star profiles, on-set coverage with directors, writers and producers and previews of upcoming motion picture and DVD releases. The franchise also has an FCC-friendly companion series, Made in Hollywood: Teen Edition, which targets 13- to 16-year-olds with behind-the-screen background and techniques for entering the motion picture, television and home-entertainment fields. The series also introduces them to career opportunities focusing on the creative, technical and artistic skills of the profession. 

With Made in Hollywood and Made in Hollywood: Teen Edition continuing to generate buzz worldwide, O’Neal is eyeing the prospects of international expansion closely and cautiously. "We have to take a methodical, strategic approach, make a final decision about how many markets to attend this year versus wrapping up the deals that were already initiated and take it from there," he says. "And of course, the idea of developing and funding a full-fledged international division, which is always a possibility."

On its home turf, Connection III’s licensees  include broadcast and cable networks (the likes of HBO, Lifetime, CBS, Starz, ABC Family), studios (including Lionsgate), local broadcast affiliates (ABC, CBS, FOX, NBC, The CW) and national advertisers (Procter & Gamble, Wal-Mart, Kraft, Johnson & Johnson), which is unique  for a U.S. producer/distributor. "We’re really like a mini-network, in essence. Syndication functions like an independent network. For that one or two or three hours per week, you are a mini-CBS, a mini-ABC. We have our hands full there."

But having his hands full doesn’t mean that O’Neal is slowing up on his plans for expansion. It’s much to the contrary. "In terms of overall growth, I think the sky’s the limit. In 12 to 18 months, we’ll have that decision made—whether or not it’s a full-fledged international division or a small, boutique division on the international side to support everything that we’re doing domestically. I think we’ve confirmed that our content is appealing and can travel beyond borders. It’s a no-brainer that we’re going to make sure we extend our media brands worldwide."