Telepictures Productions to Take Essence Across Platforms

Warner Bros. Unit, African-American-Targeted Magazine Team Up

By Paige Albiniak -- Broadcasting & Cable, 4/21/2008 6:17:00 PM

Warner Bros.’ Telepictures Productions is joining forces with Time-owned Essence magazine to expand the already-popular African-American brand across a number of platforms, including TV and the Internet.

“It’s about community,” Telepictures executive vice president of creative affairs Lisa Hackner said. “With this demographic in particular, there already is a very strong community with social networking and with this Web site. At Telepictures, we’re used to doing daily programming. This is where we can come together.”

According to Angela Burt-Murray, Essence’s editor in chief, the magazine already reaches 40% of black women. Daytime television also often targets a female, urban demographic, but both Telepictures and Essence believe the group remains underserved, Hackner said.

First up for the relaunch is Essence’s Web site, the new version of which will be unveiled late this summer. “The new Essence.com will create the ideal launching pad for Essence’s and Telepictures’ broader collaborative efforts on innovative television programming uniquely suited for our audience,” said Michelle Ebanks, president of Essence Communications, in a statement.

The new, improved site will include at least two original, short-form video series. The first, Extra on Essence, features Extra correspondent Tanika Ray in an original daily series. Ray will also have an expanded presence across Essence.com, while Essence will include a new Extra-branded feature.

The second is a beauty and style show called Fab in a Flash and hosted by Essence’s beauty editor, Mikki Taylor.

The site’s advertising will be handled largely by Essence, with a contribution from Warner Bros.’ digital-media-sales team.

Warner Bros. already had some success launching TV shows off online ventures with TMZ -- a joint venture between Time Warner-owned companies Telepictures and AOL.com -- now an established player in the entertainment magazine space. And last fall, Warner Bros.’ created MomLogic.com, another Web site the company hopes to turn into a TV show.