STW Brings New Branded-Entertainment Outfit to Australia

SYDNEY: Founded by Greg Logan and Miriam Stein, the new branded-entertainment company Hatch Entertainment has officially launched in Australia.

Part of the STW Group, Hatch will focus on producing long-form TV formats in every genre, as well as content, games and events. Hatch will also focus on creating its own formats, including reality, factual and lifestyle shows, kids’ series, entertainment and music formats, dating and game shows, scripted and unscripted formats. The outfit has already landed its first pilot commission for SBS.

Logan is a former ad executive and Stein has a production background.

"Everyone’s talking about branded content, but we believe there is definitely room for improvement, a better way to work together that leverages and lengthens the life of the entertainment format,” said Logan, executive producer and co-founder of Hatch. "Production companies and brands speak two different languages, Hatch will bridge the gap.”

Stein, co-founder and executive producer, added, "Hatch provides creative solutions that make content far more marketable to brands and far more engaging for audiences. We’re taking TV into tomorrow, starting from consumer trends and insights in the creation formats that are first and foremost great entertainment. We only integrate brands when it’s a natural fit and the brand can increase the entertainment value and audience by extending the experience through the second screen.

“For someone with a background in film and TV, it’s clear that this is the future and I am excited to be at the forefront of industry development and change," Stein added.