A+E Global Media has launched a new creative studio called StoryGround aimed at strengthening collaborations with advertisers, sponsors and content creators.
The studio will produce branded content for linear TV, digital and social platforms, drawing on the production expertise of the company’s flagship networks A&E, Lifetime and History Channel.
The company is also looking to work more closely with creators. As part of this effort, digital creator Tiff Baira has been named a “digital ambassador” for Lifetime.
According to A+E executives, StoryGround represents a natural step in expanding the company’s brand content production capabilities.
More than half of A+E’s viewing now takes place on non-linear platforms, prompting the company to focus increasingly on FAST platforms and new advertising models.
A+E Global Media continues to operate as a joint venture between The Walt Disney Company and Hearst Corporation, while reportedly exploring a range of strategic options, including a potential sale.
