(29 February 2008 6:00 pm)

MUMBAI: US media conglomerate The Disney-ABC Television Group has launched Stage 9 Digital Media.

It is focused on creating original short-form programming by merging creativity with superior production quality. The studio's experimental new media content premiered with the comedy series Squeegees in a co-exclusive premiere on ABC.com and YouTube. The series' initial run is sponsored by Toyota.

Disney-ABC Television Group president Anne Sweeney says, "An integral part of our overall digital strategy, Stage 9 was created to bridge the gap between user-generated content and traditional production, and is a perfect example of how we are continually looking at innovative methods to develop, produce, market and distribute the high-quality programming that consumers demand.

Barry Jossen, an Oscar-winning short-form producer and studio executive, has been tapped as GM of Stage 9. The studio has an active slate of more than 20 programmes in comedy, drama, animation and reality ranging from traditional linear episodic storytelling to fully immersive interactive content geared toward the trend-setting the 18-34 demographic.

Working with emerging talent from the online community, Stage 9 is squarely focused on content creation, smartly distributing its programming through top broadband video sites, online social networks, mobile, and download services in order to maximise user accessibility and exposure. Additionally, the studio will collaborate with the company's Disney-ABC International Television on global digital distribution of its content.

Jossen says, "While the new media space is loaded with UGC, we feel the audience is missing the quality experience found in other forms of exhibition, and we are answering their need. This creative frontier gives us the opportunity to develop new franchises, discover and develop talent and, most importantly, expand the standard of excellence set by our parent company in creating superior episodic programming with great stories and production values."

Jossen, who continues his role as ABC Studios EVP, overseeing production, has produced both award-winning films and television series, and received his Academy Award for the live action short film Dear Diary.

ABC Studios president Mark Pedowitz, who has oversight of the new Stage 9 Digital Media Studio, says, "Digital media has levelled the playing field, opening doors for anyone to have immediate and unlimited access to an audience. But content must evolve with the platform. Stage 9 gives us the freedom to experiment with creativity and innovation, while pioneering state-of-the-art business models in this exciting new market."

Jossen adds, "We are so grateful about how this partnership has evolved. From the very beginning, the folks at ABC.com, YouTube and Toyota have collaborated to make Squeegees and its launch a special event in this dynamic industry."

Youtube head of premium content partnerships Jordan Hoffner says, "By partnering with popular YouTube content creators, Stage 9 is developing a new model that will change online video production as we know it.

"To have a storied company like Disney-ABC make new content for the YouTube community is quite groundbreaking and reflective of their unwavering imagination and YouTube's position as the home for quality professional video."

The studio's roll-out of new short-form programming will continue with Voicemail 2, the second season of ABC.com's first original series inspired by one man's decade-long collection of phone messages. The never-seen-before humorous snippets capture an uncanny insight into the life of a 20-something male slacker in pursuit of happiness... with no responsibility.

Also slated to debut is the original science fiction action thriller Trenches from Shane Felux, the critically-acclaimed filmmaker and creator of Pitching George Lucas and Star Wars Revelations. Set in another time, on another planet Trenches begins in the waning days of a gruelling war. A botched rescue attempt forces a young soldier and his unit to team up with their enemy to survive a brutal threat and escape the planet.