A+E Launches Brand Creative Studio StoryGround

"StoryGround will draw from the production approach of the company's primary cable networks A&E, Lifetime and History, making branded content for linear, digital and social media. In an interview with Deadline, Juliana Stock, president of marketing and digital, said the launch of the studio 'felt like a natural progression' for the company. 'It's about expanding our brand content capabilities.'"

"Traditional media companies are increasingly focused on finding ways to work more closely with creators given the dominance of YouTube and the rise of TikTok and other platforms, which occupies a different lane than legacy TV and film. Toby Byrne, president of A+E Media Solutions, said StoryGround and the creator effort are both intended to tap into the company's ability to 'seamlessly connect with audiences wherever they consume content.'"

"The company also signaled a plan to get in business with creators, announcing Tiff Baira and Kyle Gordon as 'digital ambassadors' for Lifetime and History, respectively. The company said it has 'more influencer and creator partnerships on the horizon.' More than half of all viewing of A+E programming occurs on non-linear-TV platforms."

A+E Global Media announced StoryGround, a new brand studio designed to strengthen relationships with advertisers, sponsors, and creators. The studio leverages production expertise from A&E, Lifetime, and History networks to produce branded content for linear, digital, and social media platforms. The company appointed digital ambassadors for Lifetime and History and plans additional creator partnerships. This initiative reflects the media industry's shift toward creator collaboration and multi-platform content distribution. Over half of A+E programming viewership occurs on non-linear platforms. The company emphasizes guaranteed business outcomes for advertisers rather than traditional airtime sales models.

Read at Deadline