ION Inks Deal to Expand African-American Content Offerings

WEST PALM BEACH, January 17: ION Media Networks has entered
into a strategic partnership with Star Media, a New York-based syndication
outfit, and Omnicom’s OMG Entertainment & Sports unit for the development
and broadcast of programming for African-American audiences.

The initiative on the ION Television Network already has
backing from charter sponsors McDonald’s, State Farm and P&G, with others
expected to follow. At launch, content will be derived from the syndication
marketplace and the TV libraries of Warner Bros. and other studios. Eventually,
net proceeds from this enterprise will be invested into an original programming
fund that can help create new African-American and diverse content to be aired
on ION Television. Star Media’s Dennis Ray and OMG’s head of multicultural
entertainment, Marissa Nance, will lead the first-run development process
working in conjunction with the ION Television team. The initiative launched on
Monday, January 14, in the 6-7 p.m. timeslot with The Wayans Brothers from Warner Bros. Domestic Television.

“The chief limitation to the growth of African-American
television and media companies has been the inability to get sustained
advertiser support for African-American programming,” said Ray. “This
unprecedented advertiser commitment allows us, for the first time, to develop a
programming fund to ensure the consistent supply of African-American
programming. This is a model for the future.”

Steve Grubbs, the CEO of OMG Entertainment & Sports,
said, “This is a groundbreaking new business model enabling us to invest in a
partnership that will fill a marketplace need, namely the creation and
distribution of African-American programming.”

“We’re delighted to team up with Omnicom and Star Media in
an innovative business partnership to advance TV content diversity,” added
Brandon Burgess, the chairman and CEO of ION Media Networks. “We are prepared
to dedicate key time periods on our broadcast network to diverse audiences, and
to expand this initiative as we build audience and advertising support.
Depending on demand, we may also consider establishing a dedicated, 24/7
multicultural spin-off network, using our digital broadcast capacity.”

—By Mansha Daswani