Hasta La Creative!

Mr. Singel said his company benefited from being able to fine-tune its product while in Matter’s program so that it was more polished when presented to Turner execs during Media Camp. “When we built Matter, by design from the outset I said, ‘We cannot build this underneath the roof of any one organization.’ It would kill it from the get-go. It would be trapped in the innovator’s dilemma: the decision-making process, the culture,” said Matter Managing Partner Corey Ford. The former PBS “Frontline” journalist ran Google Executive Chairman Eric Schmidt’s investment firm before launching Matter in late 2012.

Media company-run startup accelerators face other perception issues, like whether they’ll prioritize their companies’ interests over the startups or whether they’ll dissuade startups’ from working with competitors. However, Mr. Singel said that hasn’t been an issue. Following its participation in Turner Media Camp earlier this year, the startup signed a deal with Thomson Reuters’ financial news publication peHUB.

Adam Johnson — whose TV hardware company Toggle graduated from Warner Bros. Media Camp this year — has looked at independently run accelerators, but “typically the issues I find are the equity requirements they have, and the other is it’s unclear to me what the value proposition is in the sense that most of them are operational: we help you build your brand.”

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