Former Disney CEO Michael Eisner today announced the launch of his newest production company, Vuguru. The company was formed to �acquire and develop slickly written, produced and acted� Web serial programming.
�There’s a new distribution platform that’s going to be ubiquitous, and that’s clearly broadband,” Eisner stated. He went on to point out that while sites that feature user-generated video, such as YouTube, �won the short-term sprint� to reach audiences, �Winning the marathon will be professionally produced, emotionally driven story content.�
Vuguru’s first entry into the online entertainment universe is �Prom Queen: Some Girls Would Kill for It�, an 80-webisode short form serial to begin streaming online April 2nd. Each 90-second webisode will stream daily
on Vuguru.com; PromQueen.tv; and on YouTube. �Prom Queen� will also stream on YouTube competitor site Veoh, in which Eisner has an interest through his investment firm, the Torante Co. In a nod to the synergistic marketing style that made the Disney brand so successful under Eisner, �Prom Queen� will also be embedded on the Ellegirl.com website. Ellegirl.com is a �Prom Queen� sponsor.
Vuguru does not produce �Prom Queen�. It is co-produced with production company Big Fantastic, in a deal brokered by United Talent Agency. Vuguru picked up the show because its story line, �a blend of love, gossip and betrayal� is a tested, tried and true audience grabber.
Also in true Eisner fashion, Vuguru partnered with online veterans. Big Fantastic is the production group behind the 80-webisode �Sam Has 7 Friends�, reviewed on SiteSurfin.com earlier this year.
Eisner�s efforts may provide a solution to skittish advertisers concerned about hitching their fortunes to inconsistent web video sites.
�Vuguru will have certain standards,� he says. �Promqueen.tv will be PG-13 or less aggressive. Advertisers will know that this is not a place where they will be embarrassed.�
Newcomers to the �Net serials might think 90 seconds is too short to become engrossed, but �Prom Queen� writer-director Chris McCaleb begs to differ.
�When you’re sitting there (at the PC), it’s like dog years,� McCaleb says. �There are so many options. So everyone really has [only] 90 seconds.�
Eisner also expects the series to open a lot of people’s eyes to the business potential of professional Internet entertainment.
�When this show goes on, we’ll be inundated with ideas,� he says. �We won’t have to look for them. They’ll be looking for us.�
