News

Pixel8 Expands Into Streaming Television

Original streaming series enters development

SYDNEY – AUSTRALIA: Streaming television production looks set to accelerate in Australia following the launch of Pixel8 Studios, a new television and digital entertainment production company from branded entertainment agency InShot.

Founded by media and advertising executive James Grant Hay, Pixel8 was established to develop original television IP, streaming and branded entertainment spanning film, TV and digital platforms.

Television

Speaking at the annual Screen Producer’s Association of Australia (SPA) Conference at the Westin Hotel in Sydney last week, Mr Grant Hay told audiences attending his branded entertainment roundtable discussion of his intention to independently produce made-for-digital Web shows. ‘This is a logical step for ourselves and that of our advertising clients, who increasingly have come to expect custom-based branded entertainment solutions from our agency,’ he said.

Production

Global production of Internet television accelerated significantly throughout 2009, with online video expected to comprise a major share of global Internet traffic by 2013 according to industry forecasts. Professionally produced brand-funded entertainment content was also forecast to expand rapidly as advertisers increasingly shifted investment toward digital video and streaming distribution.

Mr Grant Hay’s announcement coincided with the final day’s conference keynote address given by Senator Stephen Conroy, the Australian Federal Government’s Minister for Broadband, Communications and the Digital Economy.

Streaming

Like the Digital Britain Report, the Australian Government mandated the rollout of a National Broadband Network (NBN) designed to support the transition toward Internet-Protocol Television (IPTV) and digitally connected media environments. The emergence of faster broadband infrastructure was widely expected to reshape audience viewing behaviours, digital distribution and future streaming business models.

Originals

Following the conference, Mr Grant Hay revealed to reporters in the Media Room a preview of Bobby Drexler, a dark online interactive streaming thriller examining wealth, identity and social imbalance in contemporary America. The series formed part of Pixel8’s early development slate focused on digitally native entertainment concepts for emerging streaming audiences.

Mr Grant Hay said InShot would continue servicing advertising clients for branded entertainment integration and scalable media opportunities across film, television and streaming platforms.