ITV, WPP Back New Digital Production Outfit

LOS ANGELES: ITV and the advertising agency WPP have invested in the California-based digital start-up Indigenous Media, which was set up by Jon Avnet (Black Swan, Risky Business), Rodrigo Garcia (Albert Nobbs, In Treatment) and Avnet’s son, Jake Avnet.

Avnet and Garcia are also behind the female-centric venture WIGS, which produced such digital series as Blue, starring Julia Stiles. The new venture will focus on original content for digital and emerging platforms that will attract brand sponsorships. This will primarily be half-hour and hour-long scripted series. WPP will provide advertising expertise and access to brands. ITV will assist with global distribution on multiple platforms.

Additional investors include Steven Tisch, Shari Redstone‘s Advancit Capital and Michael Price. Jon Miller, former CEO of digital media for News Corp., has been appointed chairman of Indigenous.