Ad Age: Mindshare Becomes Buyer and Seller With TV Series 'Rise'

No Network Deal Yet But Two Cable Outlets Show Interest

By Alexandra Bruell.

Published on May 19, 2014. 

'The Rise of the Superman'

rise

Last week during TV broadcasters' upfront pitches to ad buyers, one media agency was doing more than just eyeing prime-time ad slots to buy. It was working to create its own prime-time programming.

Mindshare Entertainment, the branded entertainment arm of WPP's media-buying agency Mindshare, has optioned "The Rise of Superman," a best-selling book exploring the performance of action-sports athletes, to develop a TV series called "Rise."

"Rise" will be Mindshare's first project intended specifically for prime-time TV. Mindshare doesn't have a deal with a network, but it's in talks with two cable networks about a 60- to 90-minute documentary or a six- to eight-episode series, said North America Chief Content Officer David Lang. He declined to comment on what the option cost.

"This is a multiplatform opportunity that has legs in a lot of ways: TV obviously, long-form; customized digital experiences, short-form; and even some events as well," Mr. Lang said. "It's an opportunity for us to own a piece of IP and to be able to create great content and distribute it while giving clients a first opportunity to be involved."

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Posted on June 6, 2014 .