Mindshare Becomes Buyer and Seller With TV Series ‘Rise’
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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.
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