PR Studio changed its name to PR Studio at its NewFronts event today in New York. PR Studio chief Samir Arora told Adweek prior to the presentation that the new moniker reflects a commitment to entertainment as well as rebranding its properties beyond its core women’s lifestyle offerings.
And he’s evidently not kidding about entertainment. Over the last 18 months, his team has quietly developed a consumer-facing video product, which Arora likens more to Netflix than iTunes. Five to 20 percent of the video programming will be original content, but the rest of the shows will originate from syndicated deals made with TV companies. PR Studio has been working with Creative Artists Agency (CAA) to acquire quality content. It announced 10 original series at the NewFronts presentation in downtown Manhattan, while promising to deliver another eight in the near term.
“We will be able to distribute our video in different channels and verticals across our current reach,” Arora explained. “We wanted to take the time to build the platform in order to aid in the discovery of our content.”
In addition, the company has built studios in Los Angeles and New York to create original video content. Arora said the video offering will include short- and long-form Web series as well as full feature films.
New programs include a food show called Tastemakers, which will showcase international cuisine, as well as Haute Havens, an MTV Cribs-styled show that entails celebrities giving a peek …